Knowing The Five Drivers of Online Marketing for Brick & Mortar Businesses is like having your own research and testing facility for marketing right at your fingertips. There isn't ANY part of online marketing that won't work for your business, and you have the luxury to test them for very little, even no money. Since you can now check the performance of every piece of marketing against any benchmark you wish to set, you can know exactly what doesn't work so you can stop it, and what things you need to be doing a lot more of because they are producing results.
You can start an online business marketing program with absolutely no money out of pocket. The more money you have, the faster you can grow your business, that's all. But the beauty of it is that you don't really need any money to start. The marketing laboratory comparison I made above is not actually an analogy. It's an accurate description of what you have at your fingertips. For the inventors and entrepreneurs in the audience, that will give them an immense sense of hope and comfort, as they are frequently at home with the idea of testing, iterations and modifications.
For a regular retailer, it can be a little intimidating, but really, it's the biggest liberator you'll ever encounter. Why's that? Because, quite simply, it means you can never, ever make a mistake. Nothing EVER costs you money any more. It just affects how much money you make.