I am in daily contact with a number of people across the world and my e-mails are, in general, delivered to their mailboxes within fifteen minutes of my dispatching them. Naturally you can still use all the traditional methods to correspond but we find we develop a much closer relationship with our contacts because you almost 'chat' with them rather than formally correspond. It is best answered by referring to the four key questions, which we posed above. Every business needs to constantly find new customers. Presumably your existing promotional methods are 'fine tuned' for maximum results, so anything that a web-site produces would be a profitable bonus.
Lateral marketing occurs by 'structured accidents' and design.
We have had 'surfers' find our site and order products for use in a way we have never considered. View our web statistics. We have sold products all over the world to places we could not have ever considered mounting any sort of promotional campaign to. The benefits have been - additional business. The annual operating cost options are minimal.