In the old world, you would buy a coupon, an AD, a TV or radio spot for thousands and within a week or so...the calls would slowly evaporate.
In the new world, SEO investment pays dividends by building traffic and followers
over and over and over.
Proper investment into your domain year after year can make your domain
your most valuable asset.
In 2017, after closing operations, Shoes.com most valuable asset was its domain which it sold to Walmart for $9 million.