Web and print marketing: Co-dependent species

Brian
January 18, 2009

Print and web marketing CAN get along after all.

I've heard the chants from the rooftops: “Print is dead! Print is dead!” Newspapers are struggling, the economy is sagging, and holiday spending is down. Even advertising is down, though companies undoubtedly know that marketing efforts should be vamped up in times like this. Thus, print marketing must be dead indeed, right? Wrong. A friend of mine who also happens to be a salesman for a regional printing company recently told me that postcard-to-website is the most successful form of direct marketing today. Despite the proliferation of online marketing avenues, this actually makes sense. You see, the relatively inexpensive online advertising rates has many companies struggling to compete with one another – diluting the marketplace with ad after ad after ad. Websites just a click away are seeming too much effort to bother with as surfers are bombarded with ads nearly every time they're simply seeking relevant, useful information. With all the commotion, it's no wonder online advertising does not have high conversion rates. It's so easy to get lost in the mix. Postcards, on the other hand, are very personal. They're in your face. It's easy to hold on to a postcard until you get in front of the computer to follow through on an offer. Web isn't dead, and neither is print.  There is no printicide. This is not Cro-Magnon man taking over the Neanderthal population; these are two co-dependent species learning how to foster each other for mutual benefit. Your benefit. How do you leverage print and the web to grow your business?

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

Anonymous's picture
January 07, 2016 03:21 am #

Not that I'm totally impressed, but this is more than I expected when I stumpled upon a link on Digg telling that the info is quite decent. Thanks.

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Brian January 07, 2016 03:21 am #

Thank you for your comment and I appreciate your candor. It's all in the eye of the beholder, as they say, but some topics are universal in the marketing/publishing/advertising industries. Can you tell me - what topics are you most interested in?

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