Of Mythology and Marketing
Ian Lurie Oct 23 2008
There’s a difference between mythology and marketing.
Mythology is what makes people say “I don’t know why, but I just need a web site”. Or “We should add some social media stuff to our site”. Marketing is what makes people say “We have a national audience. A web site will help us reach them”. Or “Our customers want to talk to each other. Let’s add a comments feature.”
Mythology makes blogs seems like their own unique place on the web. Marketing means applying blogs as a unique way to manage content (which is really all they are).
Mythology makes people go hunting for the definition of ‘web 2.0’. Using the phrase only makes marketing sense if you’re trying to boost your stock price.
I’m spending this week writing the last bit of my portion of Web Marketing for Dummies. So my posts are a bit sparse. But I’m pondering a lot, so it’ll lead to posts like these.
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