Look At What Dunkin' Donuts Are Doing
It's called expansion. If you have a product or service then you must get it out there any way you can. A lot of businesses are going the delivery route because that's how they stay in business. Maybe one day McDonald's or Starbucks will choose to deliver their products to their customers. It would expand their business in a huge way.
There is more than one way to market something. And that applies to internet marketing exclusively. You can start blogging, create social media pages, submit articles and exchange traffic. These are basically the free ways of getting noticed but that's just the tip of the iceberg. There are so many ways to get your product out there that you can't just choose one method even if it's the main method that's getting you traffic. Explore and expand.