Internet Marketing and Soup

Ian Lurie

In the quest for metaphors that make folks slap their foreheads, I’ve developed another: Internet Marketing is just like making soup.

Bear with me. It makes sense. I promise.

Making soup requires several skills:

You must know how to peel and chop vegetables.

You have to be able to heat up water.

You (hopefully) know how to wash your hands.

If you know how to peel a potato, that’s a good start. But if you only know how to peel a potato, you can’t make soup.

Internet marketing requires several skills:

You must know how to deliver a targeted message to an audience.

You must know how to design and build an appropriate web site.

You must know how to promote that site without intruding or being rude.

And you must know how to judge whether what you’re doing is working.

If you know how to design a great site, that’s a good start. But if you only know how to design a great site, you can’t carry out a successful internet marketing campaign.

Now I’ll slump off into the corner while the fibers of that metaphor groan with the strain…

Ian Lurie
Founder

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 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 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 www.ianlurie.com

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Comments

  1. Nice start. I’d add:
    You must know how to use interactions to build relationships.
    You must know how to create engagement.
    You must deliver value through knowledge transfer.
    Otherwise, as a marketer, you’re not creating anything that leads to revenue growth – which is the goal. Which may have all been encompassed in that last line of yours about knowing how to judge whether what you’re doing is working…
    Ardath

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