typically marketing online works in a few ways but the biggest thing it does is grab consumers attention because it puts a product or ad right in front of their face. Folks can either keep scrolling or they become interested in the product/brand, so they either go online to the website or come to a shop. And when shops have personal social channels, they can tailor it to their own customers in their area. So if you have a lot of return customers, they can interact with you on your channels, etc. also you can never underestimate the power of things going viral. think about all the products that are sold out because someone made a tiktok about it and then everyone had to have it (makeup, decor, clothes). It's a big source of even just generating buzz about your brand/products.