The Internet is still a young medium. Certainly it’s got more competitive in the last few years but it’s still very young when you think of the bell curve of the effective life of an advertising and marketing medium. Yellow Pages are at the bottom of the right downward curve. Newspapers are almost at the bottom of the right downward curve, radio is not quite so far down and TV is just a little higher than that.
But the Internet is only part of the way up the left side of the curve. This means that most businesses still don’t understand it well and as a result they’re not using it well. This means that if you use it well you’ll have an advantage over your competition.