INTEGRATING ONLINE AND OFFLINE MARKETING

Like any marketing effort, all online advertising should leverage and be an extension of the established advertising direction. Yes, online creative should keep the particulars of the Internet in mind, but having to create an entirely new campaign just for the Internet would be like developing new and independent campaigns for television, radio and print--not a very good way to establish a brand, and an even worse use of advertising dollars.

Like any advertising, the campaign comes first, and the creative comes second. Just like an effective television campaign can be extended into print and radio, so too can a print, television or radio campaign be extended onto the Web. With the Web, it just needs to be taken a step further.

Traditional advertising stops where the Web begins. The Web is the next step in marketing. It allows marketers to take a slogan and put it into action. Rather than just saying "we understand the customer" on the Web, marketers can prove it by asking customers what they want, and delivering. Whether that means creating an online customer service area, providing product information, or allowing customers to voice complaints, compliments and ideas for improvements, marketers can take advertising to the next level.

For years, advertisers have been trying to create relationships with consumers to turn them into customers, and to turn customers into loyal brand users. Now, that opportunity exists.