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Ian Lurie

Ian Lurie

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.

Articles by Ian Lurie

Ian Lurie //  14 Oct, 2005

Everyone’s A Barometer, Too

Seth Godin’s latest ebook, Everyone’s an Expert (On Something) states that the current version of the Web “is about enabling people to share meaning.” The many blogs, customer reviews and online bids are ways that individuals share the meaning they attach to something. Hence, he says, everyone’s an expert about something. His upcoming service, Squidoo… Read More

Ian Lurie //  4 Oct, 2005

ROI Article in Direct Magazine

My article on measuring Internet ROI made it into this month’s Direct Magazine. You can read it at this address. But my obsessive compulsive side is coming out, and I can’t help but point out that Direct could improve their production standards a bit. On my trusty Powerbook, running Mozilla FireFox as my web browser,… Read More

Ian Lurie //  4 Oct, 2005

Internet Marketing: Tools or Message?

What is it about Internet marketing that has everyone so confused? Not the technology – you can always find folks to explain that. Not the creative, either. It’s how you blend them that drives marketers and technologists nuts. It’s a division between the creative and the technical. Some folks see their web sites as big… Read More

Ian Lurie //  28 Sep, 2005

Conversation Marketing Breakfast #3

Just wanted to let everyone know that my next Conversation Marketing Breakfast is next Wednesday, October 5, at 7:15 AM. The topic this time will be, appropriately enough, Conversation Marketing. If you’re looking for a chance to see how the whole Internet Marketing equation comes together, this is a good one to attend. The discussion… Read More

Ian Lurie //  15 Sep, 2005

Instant Search, and Return on Investment

Yahoo has added this nifty new instant search feature. You can check it out here. Really, it’s nifty. It also looks like a monumental waste of money. Here’s why… Yahoo probably expended a fair amount of time and money on this tool. It shows you best match for a given search, before you even click… Read More

Ian Lurie //  30 Aug, 2005

Stupid Google Adwords Tricks

Yup, it’s ranting time. Why are the biggest online players the worst online marketers? I don’t know the ‘why’ but I can sure prove the ‘what’. Here’s a story of Yahoo and GoDaddy wasting pay-per-click dollars like they owned their own mint. It’s also a great story of what not to do. I was searching… Read More

Ian Lurie //  30 Aug, 2005

RSS Made Easy

Seth Godin gives some good hints for using RSS in his recent post, What’s RSS?. He left out one important, really easy tool, though – no cutting-and-pasting required. Install the Mozilla Firefox web browser on your computer, and whenever you use Firefox to visit a site that’s correctly configured, you’ll see a nifty little icon… Read More

Ian Lurie //  26 Aug, 2005

Click Fraud Hysteria

I’m sure you’ve all heard of click fraud by now. In case you haven’t, here’s a quick primer: Click fraud occurs when someone clicks repeatedly on a pay per click advertisement (say, a Google Adwords ad) for the sole purpose of spending the advertiser’s money. Click fraud has become a cottage industry. Folks worldwide get… Read More

Ian Lurie //  10 Aug, 2005

The End of Traditional Ad Billing

Most traditional advertising agencies bill their clients for a percentage of total advertising buys. So if you hire an agency and they buy, say, $100,000 worth of television time, you’ll pay them about $10,000. What’s their incentive? To buy more advertising, and do cool, creative stuff that wins awards. They have very little incentive to… Read More

Ian Lurie //  7 Aug, 2005

Marketing Messages: Who has to ‘Get it’

A friend/client last week told me that they felt their marketing campaign hadn’t worked because their audience just didn’t ‘get it’. She said this in a tone of total frustration. Clearly, she felt her potential customers needed to get with the program. We’ve all felt this way. I often catch myself grinding my teeth when… Read More

Ian Lurie //  4 Aug, 2005

Old Becomes New Again, Again: Click to Call

As an internet marketer, I’ve always hated phones. With a passion. Why? Because I can’t tell why someone calls me. Did they find me in the phone book? On a search engine? From that e-mail I sent out? When customers call companies, the company has no way of knowing if they got the phone number… Read More

Ian Lurie //  25 Jul, 2005

Bragging Modestly

OK, maybe not completely modestly. The Puget Sound Business Journal did a piece on my firm, Portent Interactive. You can read it here: http://seattle.bizjournals.com/seattle/salespower/2005/07/25/

Ian Lurie //  7 Jul, 2005

Bragging Modestly: Internet Marketing and PR

I’m not one to gloat (hah) but I’ve scored big for a client in the Brag Modestly column, and thought I should point out the whys and hows of it. In short, consider blogs and other online news sources whenever you’re Conversation Marketing. If you want the details, read on. For those who don’t know,… Read More

Ian Lurie //  7 Jun, 2005

Internet Marketing ROI

Do you know what your Internet advertising campaigns are earning for your business? Really know? The Internet’s the only place where you can precisely measure advertising and marketing performance. But most folks I talk do have very little idea whether their search engine optimization, pay-per-click, banner or e-mail campaigns are actually earning more than they… Read More

Ian Lurie //  6 Jun, 2005

Viral Marketing: Old Becomes New Again

I was talking to a friend today about the upcoming big screen adaptation of War of the Worlds. I’m hoping it isn’t too horrifically bad… Regardless, I started pondering the success of War of the Worlds. Most people think it’s a story told by Orson Welles. Of course, it was a book written by H.G.… Read More