Thank you for enlightening me - I had never heard of it. Thankfully, I don't have to do ANY advertising or promotion and have more work than I can handle, I don't even have a website! I did start to try make a website about 8 or 9 years ago....but I never even finished the first page and someone who knew me got in touch and told me that I hadn't even put my contact details on it.....which gives you an idea of my level of competence with all this guff.
The amount of work I was getting was such that there was one 5 year period where I had 5 days off. Not per year, in total over the 5 years. It nearly killed me. Now I cherry pick and to try and reduce the demand I doubled my price...that had the reverse effect too. So I scrapped the studio (I gave it to another photographer, lights and all - he just took over the rent on the building and walked in,on the promise if I needed to use it one day I could). Now I only do location stuff and only what I feel like doing......obviously, I cannot possibly get by without all these fancy, billion $ website things.
Personally, I think all that happens is you get lost in a big sea. I still use the very old fashioned letter writing model, using a proper fountain pen, Parker 75 Verneil, not a biro or Stabilo rollerball (come on, have some style). I then go and see, in person, dressing properly, not in jeans and a leather jacket, you need to look businesslike. That results in not single, one-off jobs, but repeat work, so the one meeting results in years worth of relationships and work. It is much easier to GET a client than it is to KEEP a client. getting a client is a one off job, KEEPING a client means work being landed on your doorstep month after month....
Personally I view internet marketing the same as I do email marketing...and just what do YOU do with the junk email YOU get? So what makes you think the ones you send out will be treated any differently. I find it very sad the world has gone this way - and it is by choice, because you don't have to capitulate to this madness. I am proof of that.