print vs. web

OK, so I could write a book about this and still not fully resolve this debate but the short answer is “preb”, my lame attempt to combine both print and web into one word. If you think that just online marketing or just print marketing is what your business needs, then you are absolutely looking at this the wrong way and potentially missing some potential customers.

TIP: do not look at marketing and advertising through a particular medium (print, web, environmental, tv, radio, etc.), look at marketing through all appropriate mediums. This is what the industry calls a “media mix” where the campaign and your company’s messaging is the most important piece of the puzzle rather than the particular medium.

A simple example of this would be if you were promoting a “special” at your store and you decided to send direct mail, ran online ads on appropriate sites and each of these ads (print and online) directed people to your website that highlights the “special” on the homepage. This is just one small example how thinking across media boundaries can exponentially increase the efficacy of a marketing campaign.

-jeremy