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…
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. Read More