747? Cessna? Pondering Internet Marketing

Ian Lurie

Airplane Hangar
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.

But, if you later need to carry dozens of passengers, or maybe a few trucks, you’ll have to sell that Cessna and start over.

If you buy a 747, you can get from place to place now, and handle anything from ferrying the space shuttle to carrying 400 passengers.

Either one is just fine, but you need to think ahead when you’re making your choice.

Same holds true on the internet: If you just want a web site, that’s fine. If you want a full-fledged internet marketing campaign, that’s fine, too.

If you choose the former, though, make sure you understand that what you get may not handle an upgrade later on, and you’ll have to start over.

Quick note: This piece was partly inspired by something I wrote years ago: Spruce Goose, or 747?

Ian Lurie

Ian Lurie is the 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. Like the new site, congratulations on the book! Take a look at the site in IE, there are some issues with a link at the top of the page. You must be using firefox, I cannot see them. also, as a suggestion, can you put an archive on the site.

  2. Hi John,
    Thanks! I don’t see the linking issue you describe, though, in IE. Any chance you can send me a screen capture?

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