The online marketing branch is continuously changing and improving itself. Therefore you need to innovative and be open-minded about testing new things. A general rule is to use 80% of the budget for strategies you know will perform well and use 20% for testing new strategies, new things and technical innovations.
A key sentence in online marketing is “trial and error”. If you never try new things, you will never know what could and could not work for your campaign objectives. Start small and simple with a dedicated team and keep on developing.