Affiliate marketing (or networking), viral marketing, banner ads, contests, and search-engine optimization - these web-based promotional strategies all help drive traffic to your online store.

But with as many sites on the web as there are stars in the sky, one should never forget that there is a whole universe outside the Internet.

In an effort to maintain a balanced marketing attack, many online entrepreneurs are going into the physical world to promote their business.

Similarly, traditional brick and mortar enterprises are using retail space to promote cyberspace.

And as online marketing becomes more intriguing, it's wise to remember that a well-balanced marketing campaign pays dividends.

But you have to keep going out there to get into the game.

From offline, you can still entice visitors to come to your website - especially if you can offer incentives such as reduced shipping costs or sale prices on particular items.

Offline, you can still demonstrate the convenience and benefits of being online. You just need to find an innovative means consistent with your overall marketing plan.

Conventional media like television, radio, print, and billboards are all effective - just look at any bus in any major city - it probably has a dot-com riding the advertising panel. But if you don't have this kind of budget, get creative and brainstorm ways to get your message across - and even use press releases to back your campaign up.

If you only have the budget to put your logo on t-shirts, be sure you have a plan to distribute those t-shirts in a way, or at an event, that draws maximum attention to your company.

If you already own an established brick and mortar store, utilize it to promote your electronic storefront - and then get both channels collaborating together. One way to establish online clout from a physical store is to create Internet-like banners or promotional signs that highlight your web presence.

Post your address and offer promotions that emphasize how new online services can improve customer convenience and service. Some stores have even set out Internet kiosks, allowing customers to try out their website and shop from an expanded inventory list.

Traditional marketing methods like direct mailing can also promote your online business. If you already send out mailings, brochures, or catalogues from your physical store, call attention to your web address and give customers an incentive to order something online.

For optimum impact, make sure that your on and offline advertising efforts maintain a coordinated agenda - ensure that the offline advertising is consistent with what the customer finds on your website.

Confirm that your e-storefront is updated, that there is a familiar imagery and content resonant with current offline promotions.

If you operate a brick and mortar store, consider launching a campaign that publicizes your wide spectrum integrated e-services - or perhaps launch a contest from offline that sends customers online for answers, details, and information.

Notice how every movie today has its own website? The lesson here is: promoting traditional and Internet storefronts in a creative, collaborative effort will give you a marketing synergism that can enhance the impact of both commerce angles.