The only way to truly market effectively online is by making connections with people by offering them something of value. You need to cultivate web traffic, build a list of email subscribers, and interact with your subscribers.
All of the large retailers accomplish this, i.e. ever get a sale flyer emailed to you by, Walmart, Target, Microsoft, Apple, just to name a few. Communicating and giving people a reason to find you on the web is the road to success.