Internet Marketing

Internet Marketing and Soup

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…

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 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.

Start call to action

See how Portent can help you own your piece of the web.

End call to action
0

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

Comments are closed.

Close Mobile Menu Button
Close search overlay