There can be no brand awareness in isolation anymore. Regardless of whether it is intended or not, if you are successful in generating brand awareness you will also generate visits to your websites and online communities. These assets had better be ready with messaging and branding consistent with the awareness campaign, all packaged in a usable format.
Buyers of traditional advertising - this means you. If you fail to plan for digital traffic when you run an ad campaign you are running a risk. A digital user experience that is not up to snuff will work against your brand and erode any benefits of your campaign.