Cyberspace levels the playing field in a big way. Individuals and small businesses have just as much opportunity as highly capitalized, large institutional businesses. In fact, the little guy is actually in a better position.
The opportunity in cyberspace comes from the ability to connect with people and engage in networking. Secondarily, cyberspace gives everyone access to enormous amounts of information, information that can be of strategic value in doing business.
The primary opportunity, however, is in connecting with people.
The power of the Internet lies in the ability to cultivate relationships, to "network" among other human beings. To exchange thoughts and ideas and to build rapport with other people. In fact, in the online environment this can happen fast. Detailed, intimate "conversations" can take place, free from the constraints of place and time. Solid, trusting relationships are built very quickly.
Marketing in the online world is a dynamic, two-way activity. It requires a commitment to keep abreast of change and to constantly evaluate new developments. Online marketers who make an ongoing commitment to innovation, to providing detailed information, will prosper in this emerging marketplace.
© 1995 Ralph S. Marston, Jr. All rights reserved.