Mainstream organizations have experienced some of the effectiveness of Internet marketing.  But marketing is tricky: Practices and results differ from organization to organization.  Even tried and true website designs end up with unexpected maintenance costs and disappointing results.

For most mainstream organizations, interactive marketing remains a bootstrapping problem: Businesses don't have enough Internet experience to be comfortable with the risk.  The risk is an obstacle to investment.  But investment is necessary to gain experience.  By overcoming this obstacle, businesses can realize specific market advantages based on investment.

Some of the common experiences of mainstream businesses are listed below. Take a moment to see if any apply to your organization.