Internet Marketing is Like Contra…?

Ian Lurie

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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
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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