Is your company always looking for new ideas? Or, are you waiting for someone else to think of them for you? If you are working in digital marketing every day like me, coming up with new ideas, is critical. I love the new idea process because it keeps my department and me thinking, cultivating, percolating and looking for new and different ways to reach our business goals. It’s like the shark theory. Sharks must keep moving or they die. If businesses don’t keep thinking of new ways to capture the market, they most likely will die too.

  1. Implement a creative / innovation session every month and ask employees to share ideas. Every idea is a good one. New ideas + thinking different can mean that innovation may be close by. If Marketing is close to the product development team, this can mean that the creativity of the brand outreach may translate to how products are tweaked for upcoming new variations. Make sure those two groups communicate.
  2. Look around at other industries. You never know what innovative ideas can be adapted to yours. This can provide your brand and product development with an injection of life if they can spot new ideas from other industries that are easily adapted to yours.
  3. Mobile apps are being developed faster than we can keep up with, and this is good. Get your staff to keep an eye out for apps that may be applicable to your business model. Who knows, maybe they will discover an app that can be integrated with your workflow and provide an innovative approach to how you do business.
  4. Ask your team to have an “always on” alert system for creative, innovative ideas. Some employees may fully embrace this concept and some will not do anything. However, this exercise keeps your marketing department sharp and always thinking of ways to keep the brand on the leading edge.

If this isn’t enough to start, let me give you a little more ammunition that may push you over the edge. Here’s an article on the HuffingtonPost – Why Is Innovation Management So Important To Compete?

In reality, innovation management is really just a form of looking into the future, being creative and imaginative so that you can carve out a new niche before your competitors.

The operative word here is… “Before your competitors.” Time to market is critical for innovative, new ideas. Typically the first one gets the lion share of the market. If you’re not thinking this way your company may end up on the extinct list sooner than you think. is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland




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