You should have a clear goal in mind before adopting a new marketing tactic or technology, according to Adam Kleinberg, CEO of Traction. "If you don't know what it is you're trying to solve, the likelihood that an emerging digital media tactic will solve it falls from slim to none," he writes. Also, make sure that new tactics will allow you to reach your target audience, that you have the resources available to support them and that you can execute well, he writes.

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