Yes there was a time when you really had to be dependent on PPC and SEO.
Those days are over.
“With in-market audiences providing a way for marketers and businesses to more accurately gauge intent, the dominance of keyword targeting could soon come to an end” Media Post Dec 2018
“Some experts believe this collision will mean the end of the keyword as early as 2019, including Aaron Levy of Elite SEM, “I believe next year will the beginning of the end for keywords as a primary search lever.” Media Post Dec 2018
Don’t be last to the party.
Identify the exact person that’s exhibiting all the behavior of your ideal customer and take them under your wing.