The first principle of marketing & advertising is to have your message in front of people where they are and where are they? On the internet.
Would you put up a large billboard in a narrow alley between two abandoned commercial buildings? Of course not. There's nobody there to look at your expensive advertisement. As the world continues to change, so does the ways we need to advertise to our businesses.
People are still on the roads, they are still watching television, they are still going to retail stores, so all of those mediums are still important. However, in addition to those areas, people are also on the internet. Recent evaluations suggest that the average American is on the internet around 6 hours per day! Some studies suggest that the time is closer to 8 hours a day! 8 HOURS!
Many businesses still focus on Search Engine Optimization (SEO), which is still important, but consider how much time you spend on search engines compared to being on the rest of the internet.
Most people do a quick search, click on the 1st or 2nd search result, then exit the search page. That's just a matter of seconds!
It is imperative to be where the people are 6 to 8 hours of their day on the internet, not just in the few short seconds they on Google, Bing, or Yahoo. Digital marketing & internet marketing services like geofencing, site retargeting, search retargeting and email marketing are tools to have your ad in front of potential customers for all of the other times people are on the internet!
These are very important to add to your advertising arsenal.