Internet Marketing, GTD Style

Ian Lurie

I am reading David Allen’s book Getting Things Done right now. His guiding principle: Focus on actions, not projects, and you’ll get more done, with less stress.

One thing that impresses me about this idea is that it adapts. Take internet marketing: For every marketer that’s willing to experiment, test and yes, maybe even fail occasionally, there are 100 who always want more data, more input, more info, etc.. They are paralyzed by the need to know everything before moving forward.

Sorry, internet marketing doesn’t work that way. You have a few options:
Buy small, measure, learn and refine until you’re happy with the results.

Buy big, gamble big, measure, and learn. You may lose a lot of money, but if you have the budget the potential upside is huge.
Never buy, avoid risk, and let everyone else learn faster than you.

No marketing is a sure thing. If you never try anything, you’ll never fail, it’s true. But you won’t learn, or succeed, either.

Ian Lurie
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.

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