PPC appears to offer a simple solution - paid ads to drive people to your website. But used on its own it actually fails companies because:
1: It's a short-term fix
2: It is brand-unaware
You can use PPC to create a lasting relationship, but it's not that common. I agree there are other ways to do that but multi-channel analytics is just proving that PPC is ONE of the main ways to reach the public.
