Internet marketing is an ecosystem: Join it.
Ian Lurie Dec 15 2009
Crows amaze me. They’ve turned survival into an art form. How? They don’t fight the ecosystem – they join it. Watch Joshua Klein’s TED talk on the subject if you want proof. Make sure you watch from minute 5:25-6:08.
Crows learned to wait by the curb to cross the street and collect a nut. Seriously.
Crows could run into the street and hope the cars will stop. The result? Squish.
Internet marketing offers us a similar choice:
- Dash out among the customers (cars) and hope they’ll stop. This is old-style, interruption-based marketing. I think we know how well that works.
- Adapt to the new ecosystem. Watch what everyone else does. Maybe even contribute a little. Reap the benefits.
How to join the ecosystem
Learn to woo a blogger and get coverage. Then woo.
Learn to use Twitter. Send out stuff that’s actually useful.
Or, pick another service, like Reddit or Stumbleupon, and try that instead.
Comment on blogs in a way that actually contributes.
Most important, don’t expect the whole world to just stop in its tracks for you. In fact, don’t expect one single person to stop, unless you offer them something valuable enough to make stopping worthwhile.
CEO & Founder
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.