I just came across this article on integrated marketing on the Digital Web Magazine site. I particlularly like this quote - because we also do TV spots here, this makes perfect sense, and is some thing that agencies should be thinking about. Sometimes, the tools you use really can make a difference for the client!

Today, we have HD video with 24fps frame rate—the same frame rate as 35mm film. Not only does this 24P technology produce similar quality to film at a significantly reduced cost, you can also pull still images from the video that maintains 300dpi for brochure applications, and are more than adequate in size and resolution for any Web application. This technology not only saves marketing dollars up front, it provides easy integration across various media and, best of all, provides many dozens of unique still images for Web application. More than a couple of select shots taken during an expensive photo shoot, this is a veritable cornucopia of visual images to pick from, identical to what is being used on the television commercials, in print pieces, and beyond.

Through an understanding of integrated marketing and related media and technologies, such as this example with HD video, Web designers can add value to their clients and companies. The exploration of new (non-Web) technologies, like HD video, as a method to improve our Web design can provide extra value through lower production costs and greater integration across other media. This level of broader thinking and knowledge makes us more valuable and improves the business success of those who employ us.