Internet Marketing Strategy: A Step-by-Step Diagram
Ian Lurie Feb 11 2008
Internet marketing is not SEO. It’s not PPC. It’s not e-mail or web design, or social media. It’s the sum of many parts.
Here’s how I see it all fitting together:
You can also download a PDF version here.
While I number the steps, this is not a linear process. It’s a cycle that involves much random hopping around between ‘Observe and Adjust’, ‘Know the Room’, ‘Sound Smart’ and the other steps.
If you don’t have analytics, don’t bother. Internet marketing is pointless without it.
Way back during the Internet Marketing Ice Age (2001), I looked at the wild assortment of search engines, e-mail techniques, technologies a snake oil and said:
“Hey, I need a strategy to tie together the wild assortment of search engines, e-mail techniques, technologies a snake oil.”
I’ve never finished.
But the work-in-progress that is Conversation Marketing keeps growing and morphing, and it’s a good high-level picture of how internet marketing really works. So, enjoy, and please send feedback.
CEO & Founder
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.