747? Cessna? Pondering Internet Marketing
Ian Lurie May 12 2006
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 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