Stop listening to these people who tell you otherwise. Think of each marketing campaign consists of multiple silos. Each silo houses digital, traditional, networking, and affiliates channels. Focusing on all four will dramatically increase your success rate no matter which industry you are in.
Don't believe us? Look at KFC's campaign for running out of chicken. They hit one billion impressions on social media, yeah that's right! ONE BILLION! They accomplished this the old fashion way with packaging, billboards, posters, and other traditional media.