The first principle of marketing is to go where the people are. 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 market to ourselves. 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 business still focus on Search Engine Optimization (SEO), but when you consider the relatively short amount of time people do searches compared to the 6 to 8 hours a day they are on the internet, it is imperative to be where the people are 6 to 8 hours of their day, not just in the few short seconds they on Google, Bing, or Yahoo. Digital marketing & internet marketing services like geofencing, site retargeting, search retargeting like The Media Store's "8 Key Digital Assets" and email programs like "Digital Direct Mail" expanding around the country