Companies in Lancashire 'should mix up online marketing'

11:23 12th March 2010

A growing number of companies in the UK are choosing to combine a range of online marketing channels, new research has revealed.

Econsultancy's new report has revealed that 37 per cent of firms, including those in Lancashire, are now using email to encourage the sharing of content on social media platforms.

Another third are also planning to use such strategies in the near future.

In addition, the study found that 21 per cent of firms are using email to promote customer ratings and reviews, while 28 per cent are also adding video content into their communications.

Linus Gregoriadis, research director at Econsultancy, suggested that firms need to ensure their use of all online marketing channels follows best practice guidelines.

He explained: "Companies must take care to focus on the relevance of their email in a world where it is becoming increasingly important for brands to demonstrate value, rather than bombarding people with unwanted messages."

Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers, recently suggested that online marketing can be effective when combined with TV advertising.

She said that both formats are popular at present, so it has become common to use them together.

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