Internet Marketing Should be Backwards

Ian Lurie

Internet marketing should happen backwards when compared to traditional marketing.

In traditional marketing, you make your best, educated guess at your audience, try to create something that will elicit an emotional response, spend lots of money on the campaign, and hope it’ll work.

Online, you launch lots of little campaigns, watching for what works best. Then you select the top performers and use them, all the while learning about your audience.

That’s why traditional agencies so often fall flat on their faces when trying to execute internet marketing campaigns.

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, 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

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  1. And because in the internet campaign you spent a little to test many areas, you are more willing to choose the winner and discontinue the rest of the campaigns.
    Hey, it’s not like you spent $10 million on one TV campaign that has already aired, right?
    You can afford to be more humble.

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