What Is Internet Marketing? A Lesson in 4 Acts
Ian Lurie May 30 2007
Ever build a site, show it to an search engine optimization pro, and hear “Sorry, we’ll have to start over.”?
Or have your IT team design the site, and watch it sell nothing for a year?
Or give in to your sales department’s demand for a registration form, and notice that no one seems to register?
Here’s why that happens:
An SEO professional would like my blog to have 10,000 incoming links, and look like this:
Great for SEO. Not so good for the user experience.
A designer might want my site to look more like this:
Nice window dressing, but why?
And developers, of course, would want to use what they believe to be the best technologies:
I’m sure it’s great, but I can’t see it. And no one else will, either.
Oh, and the salesperson wants your site to look like this:
Gotta get the leads before anyone gets to see the goods. Except this way, no one will see the goods.
There are more. But you get the picture.
An internet marketer sits everyone down, bangs their heads together, and makes sure that your strategy balances everything: Marketing, sales, search, development issues, and more. We create the strategy. That’s internet marketing.
Without it, you can execute great search marketing, or win a Webby for your design, or send your developer to a conference to present their project. But you can’t create a compelling campaign.
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