Even if I am predisposed to shop online, I see bricks and mortar as part of marketing.
Our platform is a one-stop shop, from marketing and promotion through to ticketing. But even in the early days, in 2006-07, when we were mostly carrying shortform video, we became the premier movie marketing platform.
But, the thing is, since I always had my own little shop and direct access to the public, I've been able to build up a technique without marketing people ever telling me what the public wants.
Marketing has always been about the same thing - who your customers are and where they are.