What's the fundamental framework for handling inevitable changes in the digital marketing landscape?

First, realize that change is inevitable and you can’t always control it. Sometimes it’s good, sometimes it’s bad. All these changes are to venues you don’t control and don’t own—the followers, reach, and sales aren’t yours if you’re renting them. You can’t control everything. When change happens, it can suck, but you’re faced with a decision: dwell on it emotionally or decouple yourself emotionally and use the framework. The framework is this: attention is the game, the coin of the realm. Check your emotion at the door. The only thing that matters is whether access to that attention still provides ROI and if it’s cheaper than market rates. When everyone else is zigging and panicking, you zag. Stay calm and carry on if the platform still works.

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Asked by general audience · Answered by Patrick Shanahan · art-marketing-podcast · 2018-03-27