Do Websites Generate Demand?

Ian Lurie

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
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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