Internet Marketing and Overspecialization
Ian Lurie Dec 5 2006
How much specialization is too much?
I’ve started noticing whole new fields of internet marketing opening up: Blog marketing, social marketing, video marketing, and of course viral marketing (an oldie but still drives me nuts).
Supposedly each of these focuses on a distinct space, and someone specializing in, say, Blog marketing, can do stuff that a talented internet marketer can’t.
Isn’t a blog just a web site? How about mySpace? YouTube?
Specializing in a tiny sliver of internet marketing just to gain a niche is OK, I guess, but how can marketers serve their clients ethically and well if they only provide a single expertise? They can’t.
Long live the generalists…
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 Lynda.com, 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 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 LinkedIn.com/in/ianlurie. Read More