Reuse. Recycle.

I’ve always thought that as bandwidth expanded and became less of a hindrance to online multimedia (I don’t know anyone that’s still on dial up!), we’d see a lot of crossover and repurposing between traditional media (television, radio, newspaper, direct mail) and new media (internet, email, mobile, etc.). But to a great degree, that crossover has yet to materialize.

The question, of course, is this: What are you waiting for?

Why are your radio spots and television spots not featured on your website? Why are the coupons and offers available in the newspaper not downloadable from your website? How much information about your inventory can I get via my cell phone? Why do your sales people still not have email addresses (honestly, it happens)?

All these things are possible. More importantly, they’re smart business. Not only does it help to integrate your overall marketing mix, but repurposing content from one platform to another costs next to nothing. The TV spot is already created, the offer is already on the table and the art is done, etc. So get it out there already. With so many customers going online, you can’t afford not to put your best in front of them each and every time.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

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