Online marketing is incredibly fast paced, and if your focus is just to ride every single marketing wave that comes by, you’re a goner. Especially in this industry, it’s important you understand online marketing to its core instead of chasing the new bitcoin.

Fundamentals of online marketing, as well as new strategies and testing, will always be effective. But in order to get to that point, you must be skilled at what you do. However, the greatest are always testing and refining their campaigns to ensure they are effective.

Here’s how to always be on top in a world that’s constantly changing.

Adapt & Don’t Be Attached

The world of online marketing is fast paced, constantly changing, and a fight for survival. “You’re only as good as your last campaign,” says Bogdan Stevanovic who is an MD and Founder of Aquare.co. As an entrepreneur by nature, he thrived on this idea, but it also led him to a realization that he should never be attached to his idea. As Bogdan’s knowledge grew and the launch of his initial business continued to get pushed further back and delayed. He decided to use any money that he had left to buy and build three new websites that he then used to monetize on Google AdSense and Affiliate programs.

The websites began to bring in cash flow right off the bat. It was lighting a fire and creating a greater desire to do more. In 2013, Stevanovic took notice that the PR industry was screaming out for digital experts. That’s where Bogdan came in and exceeded expectations.

Notice how he was following the money and not passion, which most traditional business experts talk about. If you’re attached to a business, then you won’t be in your right mind when it’s not going well. You won’t be able to tell if you need to scrap it and start over.

However, you must also be careful that you don’t quit too soon as nothing happens overnight.

Testing Is The Only Constant in Marketing

In a world where you have to be on your A game day in and day out, the only way to really achieve that is to be changing with it. I don’t mean chase the new shiny object, but test what works and what doesn’t.

One of the reasons businesses die is because of lack of innovation or lack of change. They see that they’ve been doing business a “certain way” for so long that they don’t need to change anything, and that lack of awareness will ultimately be the reason they’re not in business anymore.

There are countless businesses that have taken brick and mortar businesses out of business because of innovation where they decided not to change. Take a look at Netflix, Hulu, Amazon. They’re powerhouses in their space, but that’s because they’ve tested what worked and double downed on it. Opinions expressed here by Contributors are their own.