that is one of the dumbest things i have read in a while. There is no rational point to the question. Why is it necessary? If your going to ask that, they why start a business?
Environmental scanning is the process that identifies factors that effect marketing success. Promotion is a part of this. And yeah, you guessed it, technology is a factor. I am not going to explain in detail because it is a waste of time, basically you use computers to use the internet to a) promote you product, b)advertise your product, c) do all the fancy things to make it stand out, etc... and eventually you sell your product.
You gain everything from promoting online, and lose nothing. Win-Win to me.