Internet Marketing is Like Contra…?
Ian Lurie Sep 16 2007
Well, yeah. It is, and Brett explains why.
You can develop an internet marketing strategy around a broad, dispersed audience: The ‘shotgun approach’, where you get yourself in front of as many people as possible and hope for the best.
Or, you can develop a strategy around a deep, focused audience, where you learn the territory from top-to-bottom, and pick out your ideal customers, one at a time.
That’s why analytics (Observe and Adjust) and awareness of audience (Know the Room) are so very important. They allow you to continuously refine your tactics for happier and happier customers, a higher ROI, and a far better business.
I’ll refrain from any sniper comparisons…
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