Owning a Cinnabon at the mall means you’re only competing against the cookie store that’s also in that same mall. People who like cinnamon will stop by your store, and people who like oatmeal will probably visit the cookie store. You need not do much marketing because you’re only competing against one or two stores.
It’s very different online — you’re competing against the world. There isn’t just one store that sells a competing product. There are dozens, maybe hundreds, and some have big wallets, such as Amazon and Walmart.
So if you launch your online store and neglect to do any marketing, you lose your customers to established competitors.
Read on for why you need to pick a marketing channel.