That sounds like a healthy approach. You definitely want an integrated message across all channels, but you can’t deny that each medium has its own set of challenges.

That’s nothing new. Direct marketing demands different techniques than brand advertising, for example. What’s new about the communications called “Web 2.0″ is a much greater emphasis on two-way communication, and empowering your customers to evangelize your brand to others.

The overarching rules that govern all marketing still apply. You’re not going to change your entire strategy just because Web 2.0 is now in your toolbox. But you will need to learn new tactics and skills if you want to make the most of those new tools.