It would be great if online marketing—websites, pay-per-click, email, etc.—were all you needed to get the most out of your business's marketing plan, but that just isn't the case. Could you make it work? Sure. But you'd be leaving money on the table—money that could be brought in, say, with a strategic postcard campaign.

Deliver magazine recently published a statistic: Customers who received a printed catalog spent more meaningful time on the company's website and purchased 28% more on average than customers who did not receive a catalog. And that held for every age category.

So, when people say the Internet and social media have made direct mail obsolete, I can't help but strongly disagree. Though not a silver bullet, a direct mail campaign that's strategically and consistently applied will deliver results.

The truth is that to have the most effective marketing strategy possible, you will need direct mail and online marketing working in tandem. A successful direct mail marketing campaign drives traffic to your website or landing page, where you prompt prospects to fill out a form, thus capturing a lead. But if you are using only online marketing like pay-per-click advertising, you may have a prospect's attention only for a split second before they click on your competitor's ad.

The key is integration.

Integrate Offline and Online

Here are three examples of how postcards and online marketing can work together to help you build your business.

1. Use postcards to point prospects to a landing page

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ABOUT THE AUTHOR
Joy Gendusa is the founder and CEO of PostcardMania, a marketing firm that specializes in direct mail, email, and website development. She used postcards to grow PostcardMania from almost nothing—just a computer—to a $20 million enterprise in less than a decade. Download her free "95-Step Total Marketing Checklist." Find her on Google+.