I think we can all agree that a URL on a print ad is not a silver bullet. However, it’s the right start on a longer, more involved journey that your brand and consumer take together.

When executing Print/Online Integration, also consider your partners. This includes retail, promotional, celebrity and cause relationships that support your brand image, distribution and sales/revenue initiatives. This will open the door to reciprocal placement on their websites and email newsletters.

As with TV/Online Integration, make sure your agencies are talking and aware of each other's needs from a media plan and deliverables timeline perspective. Their objective is to support you and your brand with creative ideas on how to integrate your media. Help them help you.