Whilst I agree that small businesses need to keep up with the times and ensure that their marketing activity isn't left in the dark ages, there is a big element of thinking saying let's look at what is really likely to work and deliver an ROI.

My fear is that small businesses can easily be distracted by the latest trend and not concentrate on what they know works.

If you are measuring your marketing (many companies don't) you will see what is and isn't working. From there you can redirect your resources and try new things but don't throw away valid marketing channels just because they aren't fashionable anymore.