Justifying Internet Marketing
Ian Lurie Jun 19 2008
Today’s post will be very short.
Potential clients ask me more and more, “Why should I spend $10,000 [or any other amount] on internet marketing every month? What will I get for it?”
I don’t know.
I’ll say it again:
I. Don’t. Know.
I can no more predict the results of an internet marketing campaign than I can predict the price of oil 10 years from now. There are no guarantees. So, when you ask this annoying, annoying question, you give me 2 choices: I can lie. Or I can be honest and lose the job to the next guy, who will undoubtedly lie.
What I can tell you is:
- However your campaign starts, it will consistently improve, because we can test stuff;
- It will cost you a fraction of an equally-impactful offline campaign;
- At least as far as search engine optimization and pay per click, if you ignore it you’re turning away 75% of your potential online audience;
- I’ve never seen anyone say “Damn, I wish I’d gotten less visitors to my web site.”; and
- Hesitation will only hurt you.
So, instead of asking me a question you bloody well know (or should know) is unanswerable, ask me:
- How will you report results to me?
- What are you going to do to get those results, in general terms?
- How will you track changes and adjust to them?
[Ian stomps off]
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