Internet Marketing Should be Backwards
Ian Lurie Apr 11 2007
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.
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 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. Read More