Web 2.0 (dynamic, interactive, optimized) Web sites and blogs are like the proverbial tree falling in a forest if there’s no one around to notice. It takes a marriage of new  - and old - marketing communications vehicles to make target audiences aware of your new Web site, or blog, or forum, or bulletin board. So …

• Announce your new Web site with a press release to publications that your target customers read. Make sure to cover the innovative ways you encourage  interaction on the site and what the site offers visitors. News releases must have substance.
• Send a direct mail piece to your customer, prospect and friends list announcing the site and offering a giveaway to the first five who log in.
• Put your Web and/or blog addresses on every printed piece and every email you send out.
• Bring visitors back to your site with valuable downloadable tips or trends, case studies or articles; announce their availability in an email or in person.

The most effective marketing initiatives take advantage of the best new - and traditional - tools.