If you're in a niche market, you might consider budgeting some of your marketing budget toward a classified ad in a print magazine that targets your market.

E.g., a client that sold first aid kits placed classified ads (2-3 line text ads in the back of the magazine) in Soldier of Fortune. The ROI was much better than PPC mostly because it was directly targeting her audience. Unfortunately, PPC doesn't target your market.*

I wonder how many internet companies really use marketing methods other than search engines.

*I've not seen any PPC that allows you to serve your ads to a targeted audience other than the time of day or region. It must be possible because Microsoft Ads allow you to increase your PPC costs for ads served to males, females, age group, and income. If I sold women's clothing, I would love to be able to serve 100% of my ads to women in the upper age brackets (unless they were teen clothing).

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