Internet marketing is often referred to as “the place to be,” with public perception making a swift change from the traditional world to digital. Yes, it’s true that if you aren’t online as a marketer these days, you (and your brand) are on the way to becoming antiquated.

If that’s true, then what do we mean when we say that Internet marketing isn’t just online? The concept of Internet marketing is to place content where consumers digest information, whether it is paid or earned doesn’t matter.  Now think of all the things that you are exposed to daily that aren’t digital. Newspapers, magazines, billboards, TV commercials, radio, signage at an event or inside a sporting arena, or even a logo on an article of clothing that someone is wearing. Believe it or not, marketers are still using these mediums and you are exposed to them on a daily basis.

Yet we often find that traditional marketing and digital efforts live in two seperate silos.  Specialists are dedicated to different strategies, and budgets shift instead of grow.  And unfortunately, this often leads to missed opportunities to promote online marketing initiatives. The key is integration and cross promotion, and it’s a two way street. Consider tagging all media – paid and earned, traditional and digital – with the URL to your Web presence.