Articles by Ian Lurie
Ian Lurie // 13 Jun, 2006
Marketing, Clueless
One lesson, two examples, and proof (as if it were really necessary) that I’m not infallible: First, the lesson: If an online ad venue is a flop at 1x, increasing it to 6x will only make it a bigger flop. I just got a call from a sales rep from an ad network. They explained… Read More
Ian Lurie // 8 Jun, 2006
Nike vs. Adidas for Soccer Supremacy
Nike is looking to unseat Adidas as the accepted leader in soccer (football for most of the world) gear.
They’re focusing a lot of their efforts on the internet, with a site called NikeSoccer.com and a campaign featuring Brazilian player Joga Bonito.
Adidas controls most of the World Cup-affiliated advertising on TV, in print and on radio. So Nike is using the web to make their mark with a younger, newer audience.
I don’t know if it’ll work, but the merits are clear: Nike is acting ‘small’, eschewing media channels that Adidas has wrapped up, and is going right around them online.
Ian Lurie // 7 Jun, 2006
Pondering Internet Marketing
I’m on a bit of an internet marketing tear this week, with my little rant yesterday and now this post.
I’m prepping for a breakfast presentation tomorrow, which may explain it. The first question in the presentation is ‘What is internet marketing?’. Generally, when I ask that question, I get a range of answers, but none include ‘my web site’. That’s a major omission.
Ian Lurie // 6 Jun, 2006
Internet Marketing Does NOT mean SEO!
Go to Technorati.com and search for Internet Marketing. Half the posts that show up talk about search engine optimization. SEO does not equal Internet Marketing. It’s one piece of it, but it’s not all of it. Equating SEO and Internet Marketing is like saying an introduction is the same as a marriage proposal. Getting found… Read More
Ian Lurie // 5 Jun, 2006
A (very) Brief Rant
Three terms that make my right eye twitch: Web 2.0 isn’t. Someone building a ‘web 2.0’ web site is building a better web site. It’s not some sea change in how web sites work. A blog is not a revolution in internet technology. Blogging software is just a form of content management. Viral marketing is… Read More
Ian Lurie // 5 Jun, 2006
My Own Dog Food
Here’s a quick case study: Me. I’ve been marketing my book a bit for a week now, and had a nice burst of orders on the first weekend. Then things tailed off. A look at my traffic report told me folks are getting to the page and reading about the book , but not buying… Read More
Ian Lurie // 2 Jun, 2006
Internet Politics: A Long Way To Go
Since 2004, pundits have been saying that political campaigning on the internet has come of age. I beg to differ – it’s just barely been born. Howard Dean showed us all the potential of grass-roots online campaigning. Moveon.org continues to draw attention. And the Republican party made amazing use of the blogosphere during the last… Read More
Ian Lurie // 1 Jun, 2006
I’ll Know it When I See It
Seth Godin has given form to any designer’s worst nightmare: The marketer or boss who says “I’ll know it when I see it”. No you won’t. Check out what Seth says: http://sethgodin.typepad.com/seths_blog/2006/05/marketing_potho.html
Ian Lurie // 1 Jun, 2006
UPS, Get A Clue About Usability
UPS, you have a loooong way to go when it comes to usability. If you want some free advice, in the form of a rant, read on. I shipped out my first few book orders earlier this week. In typical dysfunctional entrepeneur style, I decided to do it myself. I’ve never done (small) bulk fulfillment,… Read More
Ian Lurie // 26 May, 2006
Conversation Marketing, The Book
In case any of you have wondered why my posts have slowed a bit of late: I have just taken my first book to publication. Conversation Marketing puts down on paper the internet marketing method I’ve used for years. If you’d like to learn more about it, or maybe even buy a copy, you can… Read More
Ian Lurie // 12 May, 2006
747? Cessna? Pondering Internet Marketing
When you’re making a decision about online marketing, think about what you want: A 747? Or a Cessna? That may sound derogatory. It’s not. I’ve sat at the controls of a Cessna (while it was flying). It’s wonderful. Simple, forgiving and reliable as all get out. A Cessna will get you from place to place.… Read More
Ian Lurie // 11 May, 2006
The Year of Internet Marketing?
Google just released a nifty new trending tool. It shows and compares search traffic and trends for phrases you type into the tool. On a whim, I did a search comparing ‘search marketing’ to ‘internet marketing’. Lo and behold, it looks like internet marketing is making big gains. You can see the search result here.
Ian Lurie // 10 May, 2006
Too Much SEO
There’s a great article on Search Engine Watch today titled “Curbing SEO’s Who’ve Gone Wild”. The main point? Too much SEO can get you penalized by search engines. And by your customers. If you’re working to attain that #1 spot in Google’s brain, make sure that you stay #1 in your customer’s brain, too. The… Read More
Ian Lurie // 5 May, 2006
What’s the Difference?
Internet marketing is not just a phrase that some agencies use to bill more. An internet marketing agency is altogether different from, say, a web site design firm or a search engine marketer. Internet marketing agencies do all of the things you’d get from these kinds of firms, but they pull it together in a… Read More
Ian Lurie // 2 May, 2006
Fear, Uncertainty, Doubt
I read an article in the Wall Street Journal yesterday that discussed e-commerce and how it’s now a requirement. Which leaves me wondering: Why do so few retailers do e-commerce right? I have my suspicions. Read on and see why so many online stores fail, and how to avoid their mistakes. Yet so few businesses… Read More