Effective Marketing is quite simple.
It's the ability to get people who don't know about you to know about you.
That's what successful and effective Marketing is all about.
It doesn't matter what channel you use (if it's cool or not, old skool or new skool, etc).
It really does not matter at all!
Just use whatever you feel like using, be open to test whatever is out there (as long as it's not illegal) and then stick to the stuff that works.
Everything else won't get you anywhere...