This aspect of a business is the most influenced by its online environment. If communication dynamics and research gives you the same exposure as every other business, marketing will make people notice you. Marketing achieves a direct goal: that is to attract people to your business for profit. It can be a bit cold on its own. Public Relations, Advertising and Market Research, fall under Marketing. These sub-elements create relatability between the client and the business. (Canada Business Network)
With the foundation of the internet being communication, abstract ideas materialize and is translated to codes, words, digital image/art, memes—a perceptible visual language that is acceptable and understood by most. This then becomes a representation of your business: a logo, word composition, vision mission, a brand theme that can be easily made or accessed using the internet.
In summary, the way the internet has changed business is that it makes a business go places. It can cross boundaries and cultures (Tourism). It makes people conscious of your product and services, and it gives them options. And options create opportunity. It gives people the opportunity to be exposed and to choose something which goes for or against traditional businesses.