10 ways to get into big trouble in marketing

Ian Lurie
  1. Base your campaigns on the ‘average’ customer.
  2. Only follow the data.
  3. Never follow the data.
  4. Skimp on content.
  5. Wait for perfection (hint – you’ll never get it).
  6. Leave design to designers (hint – you need to know about it, too).
  7. Leave development to developers (hint – see above).
  8. Micromanage.
  9. Use empty controversy as an outreach tool.
  10. Ignore the art in what you do.
Ian Lurie

Ian Lurie is founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian'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 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. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at www.ianlurie.com

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  1. Not paying close enough attention to my content was one of my first major errors. In the beginning of my marketing efforts i often had a lot of difficulty in comming up with compelling and appropriate content for my review sites. However now that i am including more targeted content my sites conversion rate has more than doubled.

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