Interesting points... a lot is changing and there is bound to be a lot of controversy regarding this matter.. but if you plan to keep up with your competitors, there is no choice but to go online.. the yellowpages is being replaced by Yelp and other online directories, newspapers are being replaced by news blogs, TV shows by Youtube clips.. granted online marketing is more important for some businesses like hotels, car rentals, etc but i think it wouldnt hurt to test the waters and see if these online strategies give a good return for our investment..