New infographic: Internet marketing planner

Ian Lurie

Internet Marketing Planner Infographic

I just finished a new chart. It maps out the typical steps I take when reviewing an internet marketing campaign for the first time.

I was inspired by Julian Hansen’s So You Need A Typeface piece.

While it doesn’t have every single step/channel/tactic in it, it does give you a high-level view of the various strategies (SEO, PPC, social media, etc.) and when and how I recommend them.

Download it. Look at it. Tell your friends.

Just don’t print it unless you have a large-format printer, or you want to waste lots of paper. It’s pretty big.

*It’s not really an infographic – it’s a flow chart. But since the entire world has forgotten what a ‘flow chart’ is, and starts salivating at the word ‘infographic’, I used that in the title. Poetic license. Marketing compromise. Selling my soul. Call it what you will.

[ An internet marketing planner – PNG format – 200kb ]
Slightly prettier version:
[ An internet marketing planner – PNG format – 670kb ]

Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (that's more than 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. Awesome flow chart, Ian. I actually avoided reading this post for over a week because it was labeled “infographic” which I’ve started interpreting as “polished turd”.
    I’m curious about your 5 second site load time threshold. I’ve seen a lot of suggestions that your pages should load in less than 3 seconds, but have you seen that there isn’t much drop-off between 3 and 5 seconds? Or are you just suggesting that bigger returns are found elsewhere?

  2. @Joe under 3 seconds is ideal. But I find people turn funny colors and have hypertensive events if I insist on 3 seconds. Under 5 gives you a huge improvement, and in most industries puts you well ahead of your competitors.

  3. I may just be being a bit dim today but I’m stuck on the calculate ideal cost per visitor part. By “revenue per customer” do you mean average order value or monthly revenue divided by unique visitors?
    Also, once you multiply this figure (R) by your conversion rate how do you know if its too low or too high? What is ideal?

  4. This is a very helpful tool to strengthen a company’s marketing plan, Ian! Thanks for sharing. 🙂 I really admire how you add that zest to your writing, btw. I’ll definitely keep coming back for more…

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