What is conversation marketing?
Ian Lurie Mar 21 2004
A few years ago, John Cass – one of the best Internet and permission marketers I know – and I were sitting around trying to figure out how to describe this business. Internet communications is half PR (as John will tell you), a quarter marketing and a quarter technology.
What separates the Internet from other media, though, is the fact that you can actually measure and respond to your audience, even as they respond to your message. In other words, it’s a conversation. And the rules for making that conversation work are pretty simple:
- Dress appropriately
- Sound smart
- Observe and adjust
- Make a connection
- Brag modestly
More on these rules in future entries…
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