The web may go down in the history as the most life altering event to happen since the invasion of Television.* Now the real question, "How do businesses integrate internet technology into the existing marketing mix?" Its simple. Recycle. RECYCLE EVERYTHING! Everything that currently exists, from a brochure to a radio promo to sales order form, can be made to come alive with the right interactive mix.

I work for the print management division of Spectrum Communications, and our clientele is starting to request that what we print also be converted to Internet ready applications. So, being a solution sensitive company, we explored multimedia opportunities to go with our existing marketing mix. As an example, business to business postcards are now on diskette or CD-ROM rather than printed material, the concept is still the same, but on steroids! That gives the recipient a teaser or prelude into requesting more information, or an avenue to closing the sale. The full motion and sounds on disk gives a superior mini presentation impossible with printed brochures and increases your response rate from the recipients.

Cutting through the clutter from your competitors so your message is clear and memorable is still the goal. Don't be cyber-silly, ask a professional company to help support your multimedia applications, this responsibility should not be left to a novice.

Terrance Davidson is a project manager with Spectrum Communications, Inc. and can be reached at 404-880-0042. Terrance also serves on the Board of Directors for The Atlanta Producers Association (TAPA). E-mail him at Tdavidson@spectrum-atl.com

*Television has earned the right to be capitalized from here on out.