Digital Marketing Innovation

Digital Marketing Innovation is all around us today, major companies are beginning to leverage feeds, video, and blogs to the point that it's becoming fundamental marketing. Yet time and time again, innovation pilots are launched without a clear vision on several things:

1 - what is the value this innovation will bring?
2 - what is the current state, pilot state, and future state of this innovation?
3 - what are my success criteria in determining if this pilot is a success?

Now new findings will always come up with an innovative pilot, that is one major reason to constantly test new ideas, but having focus and clarity around the Why, How, and What Value will ensure quality innovation whether it's a successful pilot or not.