Web marketing seems to be taking over the world, and for good reason. A solid web site and web marketing campaign can do more for a business than most people realize. However, we’d like to suggest today that a campaign that uses BOTH web and print can make an even stronger statement.

The key is to be totally consistent in your design. Having different colors, graphics, or messages from print to web will only confuse customers and devalue your efforts.

By combining the two mediums, you can play off each’s strengths and weaknesses. For example, web articles need to be shorter and have more white space and only use specific fonts to help the eye from getting overly tired. Therefore, print would be a great way to put out longer pieces of information, such as a long brochure.

Putting information on the web means that it’s available to potential customers 24 hours a day, 7 days a week. It also doesn’t have a mailing cost, and you can allow customers to easily download PDFs of brochures and forms.

However, by mailing marketing materials to customers you are making the statement that you are invested in what you do. You are legitimizing your business.

There are so many pros and cons to both print and web. While web is definitely the place to concrete most marketing efforts, incorporating a print campaign can add authority to any marketing efforts.