Most businesses, products, and people who succeed via EM are already successful. Huge sums have been squandered in misguided EM ventures. Lack of flexibility, or a failure to change the original plan as constraints and opportunities change. Starving EM efforts through the fear of cannibalizing old income source by new EM forms. EM advocates in management get undermined by others who are dubious and resistant.
Small companies tend to underinvestigate and to dive in too fast.
They fail sometimes by choosing a form of EM that's mismatched to their products, presentation and market. But some companies can be marketing bumblebees who, according to scientific principles, can't fly but by trial and error find a way to succeed. Both large and small companies often fail with electronic marketing because they fall in love with the technology but lack the know-how to use it. Many companies have failed because the technology they used cost too much at that time. However great the total losses in all electronic experiments to date, the overall profits by electronic marketers are already many times more.