Marketing mistake #2: Move everything online, print is dead


The mistake: focusing your total marketing budget online and giving up print


Although more than 70% of Americans are online and we all spend an increasing number of hours daily researching on the Internet, Emailing and participating in social networks such as Linkedin, Plaxo or facebook, people still like and respond to something tangible in their hands. And even if your website is incredible, you still have to invite visitors to stop by.

There’s plenty of news right now about traditional media companies (magazines and newspapers) are shrinking because online competition. Large organizations are moving more of their marketing dollars online, too, and away from print advertising. Yet there is still a need to reach your audiences in different ways in order to help them find you and your website.

Of course, if you have a website, it should be promoted and included in every communication, whether it’s a letter going out to a customer or prospect, on your package, in sales literature, at a trade show or on a company vehicle. Most business to business organizations or smaller consumer-focused organizations can still generate good results with carefully planned and targeted direct mail campaigns, interesting advertising campaigns placed in appropriate publications, and innovative formats and content for mailers or catalogs. After all, it’s still about reaching the targeted audience in a way that will generate response.



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