Fear of falling behind is a terrible thing. It makes a lot of companies feel like they have to jump on a marketing idea just because it’s the cool thing or everyone seems to be doing it. But what if creating a 6-second vine doesn’t do anything for your business at all? Digital media has this in common with traditional media: you have to be choosy. Cool is fine if it builds your brand or brings in business, but most of the time, it just cuts into cash flow.
