So how to combine your offline and online marketing campaigns? Using the web is not just another channel to market, it’s not something you stick on the end as an after thought nor is it something you ‘play’ with, it’s a lot more sophisticated than that.

Offline and online campaigns need to fit your marketing objectives, they should be synchronised, intergral and totally complement each other. Using the web though allows you to create a business that is more customer led, where the customer participates in your business, gets involved in dynamic conversation with you. It provides you with the ability to gain feedback from customers, respond better to requests and have a constant dialogue.

You can never over communicate with your customers but you can bombard them with crap. The web and your website should be designed and built so that the customer ultimately drives your business. Consider how your website can support your offline activity and how offline activity can drive people to your site.

There are no quick fixes but by looking at other sites perhaps we can learn a thing or two. Some great examples; Easyjet, Ebay, Tango, Harley Davidson and Firebox.