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Companies had decades of experience in using printed materials to persuade readers to contact them, whether by phone, mail, or in person. This model of interaction with customers had worked so well and so predictably that we simply moved it online, largely unmodified. That was by no means wrong, but as Web technology and our comprehension of that technology both evolved, the approach proved limiting.
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Combining the Print and Online Media Offers Synergies
http://www.geoff-hart.com/resources/2001/synergies.htm
Hart, Geoffrey J.S.
Geoff-Hart.com
2001
Abstract: Companies had decades of experience in using printed materials to persuade readers to contact them, whether by phone, mail, or in person. This model of interaction with customers had worked so well and so predictably that we simply moved it online, largely unmodified. That was by no means wrong, but as Web technology and our comprehension of that technology both evolved, the approach proved limiting.
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