Many companies thought they were proactive by moving their advertising budgets away from traditional marketing to online. While we all know that there are many advantages to online marketing, it has several short falls as well.

In the last few years, while technology and the online commercial environment have been moving at hyper speed, there has been a shift in the way businesses interact with their market. Not only have the number of marketing channels expanded at a record pace, but the ways that companies use these channels to interact with their customers has changed as well.

Twitter, Facebook, Myspace, Youtube and blogs are just some of the places companies go to interact with their audience. The cost is low and the reach is great, but the content and recall are both highly limited and unpredictable.

While the internet allows for a more customized, interactive, targeted and measurable marketing approach, it does not offer the concise brand building experience consumers have stated they relate to. The convenience of having a well thought out message delivered in 30 seconds, complete with a tag line to sum it all up, does not exist in the online world. The nature of internet usage requires far more of the users’ time and patience to understand and absorb the marketer’s message.

Most consumers live in both the online and offline worlds, switching back and forth for their own convenience. Having a separate and well-coordinated presence in each marketing environment will reinforce the message, address the interests of the consumer at that moment, and still provide lots of metrics to measure.

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