Online advertising is one of the most powerful tools that a midsize company has at their disposal to acquire new customers. Paid online advertising can be relatively cheap, easily integrated into social media, and allows for a level of personalization that is not possible through traditional marketing outlets.
If you're on LinkedIn, you receive connection invitations on a daily or weekly basis. Most of these are generic. There's no message, no personal touch, and nothing that makes them stand out. But, every so often, you receive a connection request that catches your attention without trying to sell you something or ask for a favor.