In internet marketing, be significant, or be roadkill

Ian Lurie

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:

In internet marketing, be significant, or be roadkill

The Internet Marketing Lifecycle

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

Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian'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. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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  1. 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.

  2. 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.

  3. 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 😉

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