Internet Marketing and Soup
Ian Lurie Feb 5 2007
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 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