I’ve written several times on how different marketing is between a small company and a giant corporation like Coca-Cola.
There are two basic reasons: Budget and reputation. Coca-Cola can (and has) literally spend millions of dollars on a product planned to fail, just so they can position a competition product where they want it. And everyone has heard of Coke (and already has an opinion on it).
Internet Marketing is also very different depending on company size.
Office Depot doesn’t need to buy click ads or optimize their website. Everyone knows who they are and what they sell.
Another angle on this is there are many areas online where you can’t compete.
Don’t try and start a business selling a new and better cola drink.
And don’t try and start a website that is a new and better version of WebMD or Groupon or Amazon.
You don’t have enough money.
There are also thousands of smaller companies and industries that are still way too big for the typical small business to compete online. I’m talking to you if you have, say, less than 100 employees.
The good news is there are zillions of niches where you CAN compete and get rich. If you have an existing business, you are almost surely already in one of these.
A big part of all marketing is picking fights you can win.
This isn’t always obvious. Many businesses can use expert help. It takes homework, and frequently testing over a period of possibly several months to work out.