Business owners long ago realised that in a competitive marketplace, significant effort is required to make their products and services stand out from the offerings of their competitors. Printed adverts in newspapers were followed by adverts on the wireless (radio!) and then commercials on TV.
The advent of the Internet has leveled the playing field for online businesses as multi-national conglomerates jostle for market share with sole traders and businesses of any size in-between. This “democratisation” (a big word for opening