Chapter 4. Integrating Online and Traditional Marketing

Web marketing is just part of your total marketing mix. Granted, it’s an important part and a growing part, but you can’t (at least not yet) abandon your other marketing activities and rely solely on the Web.

To that end, you have to make your online and traditional marketing activities work together for best effect. How do you get the most out of all the media you use?

Splitting Your Budget

Just how much of your existing marketing budget do you have to allocate for online activities? We discussed this in depth in the previous chapter, but in general you’ll want to spend anywhere from 15% to 50% of your marketing budget for online activities. Whichever end of this range you embrace, that’s ...

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