Great Marketing vs Good Marketing = Momentum vs Acceleration

Ian Lurie

Newton's equation for momentum.

Momentum is what keeps you moving.

Acceleration is what gets you moving.

In internet marketing, which is better? I would argue strongly that momentum is more important.

Momentum means a search engine optimization campaign targeting many phrases, instead of just one. If you lose ranking for one phrase, you still have the others. Your progress is hard to check.

Acceleration is that one phrase rising to #1. It’s exciting. It presses you back in your seat. But it comes and goes.

The ideal is steady acceleration and lots of momentum. But in an imperfect world, I’ll vote for momentum any day.

How about you?

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Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, 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. Follow him on Twitter at portentint, and on LinkedIn at

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