Online marketing 'key to Valentine's Day promotions'

11:22 2nd February 2010

Companies in Lancashire that are planning promotional campaigns linked to Valentine's Day should use online marketing, an expert has suggested.

Wendy Lowe, director of product marketing at solutions provider Campaigner, claimed that channels such as email could prove vital in the run-up to February 14th, as they allow firms to ensure their promotions are relevant to their audience.

She explained that this can be key for retailers who want to target a number of different consumers with the right messages.

The expert outlined: "With an occasion like Valentine's Day, email marketing automation allows small businesses to segment a list by gender, so women can find the right gifts for their guys, and vice versa.

"With compelling offers suited to their sweetheart, it may set the foundation for a lasting relationship."

Ms Lowe's comments have come after research by the Direct Marketing Association suggested that firms could benefit from combining online promotions with TV-based advertising.

It found that using the pair together could lead to an uplift response of 175 per cent.

Robert Keitch, chief of membership and brand at the DMA, said the study highlighted a "real need" for companies to rethink the relationship between different channels.

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