They're trying to make money from the Internet. It comes from individuals, from people just like you and me, who make a decision to buy your product or service. Unless you market directly to those individuals you will not make sales. And that's why so many people to make an online profit. Forget branding and subtle lifestyle positioning.
Online marketing is all about getting the right message to the right person at the right time.
Online marketing should be on a one to one basis, each individual getting a message especially for them. It doesn't matter if that individual is logging on from home or from the workplace, you've got to talk directly to them. Just the way I talk directly to you. Talk directly to people and you'll start to profit. And not necessarily in that order.