I came across this line below from Seth Godin in an interview with Hugh McLeod:
Programmers need computers and compilers because without them, they can’t see if the program works. The web is a giant compiler for marketers. You can experiment here for less money, in less time, than anywhere else. If Al Gore hadn’t invented it, I’d be seriously bummed out.
That is a great insight by Seth (no surprise). The web enables you to try things out and test response for very little investment other than some effort on your part. That which works can be enhanced and extended online and off with less risk of failure.
Why don’t more people try this? Lack of knowledge and lack of willpower, both of which are completely under your own control.