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OK, so, "digital or print" is the new "paper or plastic." Are there still times, however, when it's more appropriate to stick a stamp on it rather than hit the Send button?


It's hardly news that a growing number of businesses have turned to online tools for all kinds of B2B and B2C marketing communication. I recently heard an estimate that about 70 percent of all business communication is done online. (I'd be shocked if it weren't a lot higher.)

Some businesses opting for digital instead of print do it because they've gone green. Others want to harness the Internet's speed, reach, and other capabilities. The rest like the convenience of online or have some other strategic purpose that points them that way.

Take a deep breath. I'm not going to try to put the genie back in the bottle. No one expects a renaissance for door-to-door sales.

Still, it might pay to slow down and make sure that you've picked the better route... or, combination of tools. So, here's a list of filters to consider.

I'll start with the one I judge to be a deal-breaker.

How important is this relationship?

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Doug Stern (www.doug-stern.com) is a freelance business writer and marketing strategist based in Louisville, KY. Contact him at 502-599-6624 or stern.doug@gmail.com.