Once you get in front of a business owner, convincing them to take advantage of the (often free) internet marketing opportunities is just a matter of education.
Interaction is everything.
Once you review your mission, vision, and strategy, there is a whole new set of rules for how to get to market.
We no longer push information to a relatively uninformed "audience" in 30 second bits to cause a reaction - buying.
Todays market is well-informed, linked, and decentralized.
Interaction is everything and content is king.
Things are not simply made because we can.
Back in the 80′s I worked for a company that had a wall full of awards from an R+D magazine.
Each one of these awards was for a product that was an engineering marvel.
We also called the award the "kiss of death" because they were all commercial flops.
We built things because we could, not because anybody wanted them.
The paradigm hasn't just shifted, its morphed! As witnessed by the Apple i-phenomenon ( yes I finally broke down and got an iPhone too) consumers want to be a part of the product.
The need for experience to fuel viral or social marketing has turned us into a nation of content producers.
We now need to convince people that they like the way we think, that we are listening to them, that their opinion matters, and we have something to offer them more than a product.
It needs to be an experience to get people to Tweet it up.