In internet marketing, be significant, or be roadkill
Ian Lurie Jan 13 2012
You send an e-mail to 40,000 people, and get 1 response. Or, you run a Groupon deal that brings 1,000 new customers, who never buy from you again. Wonder why?
You got everyone’s attention. They just don’t care.
Now you’ve got a choice: Rend your garments, tear your hair and whine about how stupid the average consumer is these days. Or, you can realize something:
Attention does not equal significance
Getting attention is nice. It gives you a proto-audience: Folks who might stay to listen.
Now, though, you have to show them you’re significant. That’ll get everyone to stick around. Once they do that, you have a chance to reap opportunity. Here’s the whole equation:
Attention + Significance = Opportunity
Or, if you want a nice, purty poster to add to the pile of other infographics you download each day:
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Or, download the whole thing in PDF, right here: [ The internet marketing lifecycle: Audience + Significance = Opportunity ]
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint.He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More
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