In internet marketing, be significant, or be roadkill

January 13, 2012 by in Featured, Internet Marketing

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:

the internet marketing lifecycle

The Internet Marketing Lifecycle

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Or, download the whole thing in PDF, right here: [ The internet marketing lifecycle: Audience + Significance = Opportunity ]

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Ian Lurie
/ @portentint
Portent's Founder & CEO

Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. more >

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Comments

4 Responses to “In internet marketing, be significant, or be roadkill”

  1. LJ Jones - January 13, 2012 at 2:13 pm #

    I call it the William Hung syndrome. All lot of attention, but doesn’t sell anything.

  2. David - January 14, 2012 at 12:12 am #

    Definitely something to think about. I have been trying to be significant by offering quality content, but good content by itself might be lacking in some respects.

  3. Mike - January 15, 2012 at 1:14 pm #

    This formula really makes you ponder the steps necessary to handle the “significance” step. I think this will be the stumbling block for most people.

  4. Gordon McLachlan - January 16, 2012 at 4:31 am #

    This is why good content is just so darn important. A lot of people make the mistake of assuming traffic (from any source) = result but in reality it’s more like attitude + action = result. As you said, getting people’s attention is only the first step… you then have to convince them to take action ;)