Technology is changing, and so is advertising. If you want to keep up, you absolutely have to adjust — traditional advertising is no longer effective. Though consumers are treating online advertising like it’s invisible, they’re still using the internet. You have to be there when they’re looking for you.

An example: Say you’re a guitar shop. You know that if you place an ad on a music site, it’s likely that almost all of the site’s visitors are going to ignore your ad, even if they actually are in the market for a guitar. When those potential customers decide that they are ready to start shopping, they’re going to go to Google and search for a place to get what they’re looking for. If you don’t show up in the results, how will they find you?