You may remember writing dozens of press releases in college to prepare yourself for your future work load -- only to find out that most of the marketing you do now is digital. So where does the press release fall in the age of digital advertising? Press releases are still crucial. They are direct marketing and involve free advertising if your topic is interesting or important enough. This keeps the media updated on what you are doing which in turn lets the community in on what is going on.

In a world dominated by interconnection via technological gadgets designed for our fingertips, time has never been so precious.

In year's past, companies that had a "digital" marketing strategy were trailblazers. They were exploring new methods of marketing that might someday become standards, albeit supplemental ones. But in today's era of fragmented television markets and the bankruptcy and splintering of print advertising outlets, the internet has become something more than a supplemental marketing resource for many firms: it has become the best method of generating sales.

Most cities are known for tall buildings and flashy ads on busy streets; there's almost limitless opportunity to utilize creative advertisement space.  For businesses looking for customers, that can be extremely appealing. But that all comes with a price tag - a big one, at that. Furthermore, the big investment for traditional advertising and marketing may not even be yielding a positive ROI.