Web sites. Landing pages. Emails. What do they all have in common? They’re all viewed on a screen. Duh.

So given that, why are so many Web sites, landing pages and emails reviewed and approved in print? The short answer: Because those doing the reviewing and approving aren’t as comfortable with digital as they are with analog.

Someone who works at a major e-tailer that sends a lot of email recently fed one of my biggest pet peeves with war stories of management requesting printouts of emails for review and approval. I suspect anyone who works in the online world deals with nonsense like this to one degree or another.

The medium may or may not be the message, but the message ought to be reviewed and approved in the medium in which it’s presented. Reviewing a Web page in print seems to me to be as absurd as reviewing a radio commercial by reading the script or reviewing a print ad by looking at a scanned version on screen.

Takeaway for marketers: If it’s viewed on a screen, it should be reviewed on a screen.

This entry was posted on Wednesday, August 15th, 2007 at 6:00 am and is filed under Marketing Takeaways, This 'n' That.