The convergence of offline and online media, is the best communication strategy. It recognizes that markets and audiences are
increasingly fragmented and multiple media are essential in communicating to this environment.
Electronic/Digital Media is certainly effective when correctly used, but it comes with limitations - notably it's trendy, untested, ineffective, can result in spam listings, image blocking, phishing, deliverability issues, etc. Additionally, Print Media is certainly effective when correctly used, but it too comes with limitations - it's physical, can get lost, misplaced and there is no data backup, time lag in creation, etc.
However, when used in conjunction or in collaboration, a mix of online and offline media is very effective. The strengths of one solution balance the weaknesses of the other. The Post Office delivers more than 99% of it's mail. On top of that, it forwards mail to new physical addresses. Mailing certification solutions such as CASS and NCOA help you manage your databases. This ensures your message will be delivered to your audience. Using this print media to then stimulate web activity and interactivity can help you communicate with your fragmented audiences, enhance your web presence and keep email address databases clean and vital.
Understanding the various options in the world of business communications and how it's changing can help you in strategizing the right mix of media for your marketing plan.