Online marketing campaigns 'should be combined with TV ads'

11:22 2nd February 2010

New research has suggested that companies in Lancashire could benefit from combining their online marketing efforts with TV advertising.

The study by the Direct Marketing Association (DMA) considered the relationship between TV marketing and other channels, including how each can impact on responses to campaigns.

It was found that there is a direct correlation between the use of TV in conjunction with other channels and the success of campaigns, while an uplift response of 175 per cent can be seen when such advertising is used with online marketing channels.

Robert Keitch, chief of membership and brand at the DMA, said: "There is a real need for a shift in the way in which advertisers think about the relationship between direct and mass marketing media.

"Any brand concerned with maximising their marketing return on investment and amplifying the effectiveness of its influence on the consumer should take note of the proven benefits of integrating direct marketing and TV."

Last month, research by DMA suggested that email is the marketing channel of choice for many consumers in the UK.

It was revealed that 51 per cent of people are interested in receiving promotional emails from companies they know.

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