Advertising mediums like banners, hosting directory listings and pay-per-click search (PPC) engine placements are flooded with hosting marketing messages. Although this has proven to be an effective traffic builder tool for a lot of hosts, it has not provided them with a high enough growth rate. This form of online advertising is considered the creation of the dot com boom/bust era and only reaches potential customers that are currently online.

There are other mediums that the Web hosting industry needs to also consider as effective sales and marketing channels. They include the conventional methods of promoting businesses like print advertising and direct marketing. Now that hosts are operating their business the old fashioned way to please Wall Street and their shareholders, they also need to have a broader marketing strategy in order to increase their market share.