talk with jeremiah owyang of podtech and ian lurie of portent interactive

Just got off a call with Jeremiah of Podtech and Ian of Portent (my CEO).

Here are two questions that arose:

1. Old measurements aren’t working as well as they used to. This is not new information. What is new for me is seeing how Jeremiah (who deals with social media and larger companies) sees the future as compared to how Ian sees the future of measurement.

At Portent we are advising small and medium size companies about their overall internet marketing strategy, so we say “out of all the options available, we recommend putting resources here,” and then we carry that out. So for us measurement is how we decide which of the many things we do that we should do more of.

Example: should we put more hours this month into email marketing or SEO? To decide, we look at verifiable ROI from each source, but we also look at the larger picture of how email and SEO influence the company overall.

For Jeremiah, he is asking a variety of people how they plan to measure. His most recent conclusion:

“So what will me measure?
We each define and measure it in different ways, and it really leads me to suspect that the future of measurement (and Eric agrees) that will likely be a flexible type of measurement that depends on the environment, client and industry.” –Jeremiah

2. How do you communicate the value of social marketing? This discussion is just beginning. Jeremiah has been involved in this for years, at Hitachi and now at Podtech. At Portent we are including more of this as one of the many ways we market for our clients. Yes, if you are a client of mine, we will discuss blogging at some point. Should that be separately mentioned? We will also look at PPC, SEO, how you respond to blog posts about you on blogs, email marketing, usability, how you follow up with customers, and other things… so when does social marketing get its own line?

Good conversation.. thank you, Jeremiah.

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3 Responses to “talk with jeremiah owyang of podtech and ian lurie of portent interactive”


  1. 1 Jeremiah Owyang February 16, 2007 at 12:58 pm

    Brian, Ian

    Thank you both for this enlightening conversations. It was great to connect with other Web Strategists as our industry evolves.

    The one great thing I love about our industry is the willingness to collaborate both online and offline.

    Ian has some interesting thoughts on Page Views, I’ll revisit that later.

  2. 2 Linda February 19, 2007 at 1:02 pm

    This is a great discussion to start and to have. I am pondering internet marketing and the impact it might have on my public seminar business. In considering the fee that an internet marketing agency such as Portent Interactive would charge, I would love a clear ROI.

    I am thinking, though, that at least part of the fee is more like the cost last summer of working with business coach Lenora Edwards. Some of what she did can be directly traced to more revenue. And much of what she did cannot be directly traced, but it is clear to me continues to impact the business in a positive way both in topline revenues and in fun-to-work-here rewards.

    My guess is the future measurement of internet marketing will need to be some combination of the two. That means that Portent and other agencies will need to refine the way they ‘sell’ their services. Direct and identifiable ROI from some activities and overall, general improvement in revenues (or desired results) from other activities.

    The bottom line…working with an internet marketing agency is likely to improve *all* of your marketing. And that improves the top line.


  1. 1 Web Strategy by Jeremiah » SEO Reccomendations for web-strategist.com (From CEO of Portent Interactive) Trackback on February 20, 2007 at 11:48 am

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I'm now blogging about internet marketing at RedBeardConsulting.com.

Red Beard Consulting

At Red Beard Consulting I work on internet marketing primarily for speakers. I also work with Infusionsoft.

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