SmartBiz.com reports some more Smart Answers:

 Online options not only provide new channels for small businesses to communicate and market their products and services, but also offer the capability to deliver customized, one-to-one messages. Channels such as the Internet and email also provide a vehicle to receive instant feedback from customers, which can be extremely valuable.

In my experiences, there have not been many small businesses that have unlimited marketing budgets. Most of these organizations are held accountable for each and every dollar invested to deliver a measurable return. Key word sponsorships on search engines and online ads are cost-effective and extremely targeted. They offer a "per drink" model where most traditional, broadcast-centric channels require a larger investment and may not yield qualified leads because they span a more diverse audience .