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.
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