The function of advertising is to maintain the current level of already established brand value. Whereas the objective of a website is improve turnover.
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The energy spent on creating an optimised website is probably negligible vs resources one would use for old-fashioned forms of publicity.
A non-optimised portal has no value. You will just end up showing it to existing shoppers or purchasers only.
To attract new and untapped buyers from remote areas, online marketing is an important requirement for any company.