It seems like the consensus is that every business must tune into technology... even if it doesn't have money to invest in technology. As was pointed out, there are some impactful things that you can do given a little knowledge and time (i.e. free website, free search engine submissions, Facebook, Twitter, etc). Companies that fail to at least take these steps are at risk of becoming "invisible" in some regards.
Here's a question to consider: Some companies thrive with little, if any, technology and seem to do fine without a web presence. This occurs because they are located "in your path of travel". Examples are the corner hotdog cart, the corner gas station near your house, and the neighborhood Laundromat. Are businesses like these "safe" or should they to be looking for technology to enhance their businesses? Isn't there something that appeals to customers when they find a "traditional, old-fashioned" business?