How does the tree grow?
Before there were TV's, and now that there is the internet, there is a great, and free method of gaining new business: referrals.
Referral and testimonial-based marketing can be far more beneficial to business expansion than cold calling or expensive billboard, pay-per-click, yellow page or magazine/newspaper advertising.
You can learn the technology and implement monthly strategic methods to market your business effectively.
You don't have to eradicate the old, expensive methodologies. You need only learn how to utilize certain mediums for exposure and others for gaining valuable and growing customer referral-based business.