The rules have changed

Read UK Buyers Research Online First for more stats supporting the ever more certain conclusion that the Internet is the growth channel to market. Why? The sellers are using it more, because it's where the consumers are. So the consumers are using it because it's where you can buy what you want when you want it, usually for less. And we get a virtuous circle.

The key to anything is to understand how to use it effectively. Too many businesses are using the Internet simply as a extra route to market; the ones who are making serious money doing it are the ones who understand that it has changed all the rules.

The key change is in the balance of power between the consumer and the producer. This is because as long as someone is selling what you want somewhere, you can buy it through the Internet. This gives the consumer complete choice.

Which means that companies / brands can no longer dictate what consumers buy. And companies who give their customers what they want will win.