If you have a website, and you want to attract more visitors, please, please, don't advertise in the local paper, or on the back of parking tickets. You can do that too - but only after completing your online marketing strategy.
As the Internet has matured, more and more avenues of online marketing have become available, and it's difficult to know where to start.
The options include search marketing, search engine optimisation, ad marketing (PPC, CPM, CPA, CPL), behavioural targeting, remarketing, social media, targeted social media marketing - the list goes on. We wouldn't expect our customers to know what all the different types of advertising are - that's our job. What we can do is explain what works, in which situations, and the pros and cons, and costs of each option.