Integrating print with online

Most marketing budgets still have a significant component for advertising in print, but although the web site URL is usually included, quite often it appears as part of the obligatory address block along with phone and fax details. Another school of thought is to use the URL as part of the response mechanism, then having brought visitors to the web site to make that visit relevant. Offering a ‘landing page’ that is specific to the message in the advertisement can both help continue the conversation and also offer a means of measurement of the effectiveness of the advertisement. In the b-2-b space the ‘call to action’ may not be to purchase a product - although we have clients where this is the case - but where there is more typically high involvement in the sales process the landing page can offer useful, relevant additional information to assist the visitor with the necessary research towards making a specification or purchase decision. Real in-depth information such as a White Paper or catalogue downloads can also be offered as well as a clear next step in the sales process remembering the brand offers the promise of providing a solution to the prospects needs. Visually it is important that the landing page continues the theme as well so it is obviously the right place. Of course integrating print and online marketing also requires effective management of both processes – in some businesses the marketing person does not have control over the web site and that is a problem.