Do Websites Generate Demand?
Ian Lurie Apr 3 2007
Kevin asked the question on his blog today: Do e-commerce sites generate demand? Or are they just helpless, waiting for other marketing to generate interest?
It’s not that simple, of course, but Kevin’s touched a critical point: A web site, on its own, can’t generate demand or sales. But it’s a critical step along a continuum that starts when someone learns about a product or business and continues through (hopefully) to a purchase.
A website is part of an overall campaign that, properly executed, can generate demand. You separate the web site from the rest of the equation at your peril.
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