Since the dawn of the internet era (the mid 90′s), experts have speculated that the world of paper would go away. Everything would be digital. No newspapers, magazines, brochures, even business cards.
While a lot has shifted to the web, I still dont think the world of paper will go away 100%.
This really rings true being a web designer. We are often asked about creating secondary, and tertiary (and beyond) websites, just to link back to the main site. People tend to believe that throwing more billboards up will increase sales or traffic.
I think sometimes, these people need to look within, and see how they can better improve their company, product, service, or customer care. Then see what that does to sales. But thats the hard way. Its easier to throw money and marketing at the problem to see what tricks customers into the door.