Businesses 'must combine offline and online marketing'

11:58 5th January 2010

Companies in Lancashire could see a bigger return on investment in their online marketing strategies if they combine such channels with traditional offline mediums, it has been suggested.

Mark Thomson, media director at Royal Mail, has claimed in a column for Marketing Week that "complementary" marketing can ensure firms get the best of both worlds when promoting to consumers.

For example, he explained that research has shown that many people choose to browse a catalogue before making an online purchase.

"This shows how integrating different channels into a campaign strategy can reap benefits," he added.

However, he added that the key is to ensure "different strands" work together and add value to each part of a strategy.

"Maybe it's time that the marketing industry - and that includes direct mail - embraces the campaign payback that can be brought about by combining several channels at once."

Eva Berg-Winters, digital media expert at consultancy firm PricewaterhouseCoopers, recently claimed that the advertising market has seen "tremendous change" in the last few years and online channels have been boosted.

She added that web-based platforms are likely to remain high on the agenda for many companies.

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