Via the Edge website I found this piece of marketing insight from Sam Morgan, Trademe founder:
"His advice to budding online entrepreneurs is to learn code, keep a tight rein on finances and not to bother with advertising until the website is truly established. Initial marketing should be done by word of mouth. "There is no joy of discovery when you find a product through being advertised to," he says. "When did you last tell someone how cool Coke was?"