Combination of channels 'key to online marketing success'

11:43 22nd February 2010

Businesses in Lancashire have been urged to consider combining online marketing channels such as email and social media.

According to Ivan Croxford, general manager of BT Business, companies could use the two platforms to "deliver better results" on promotional campaigns.

In a column for Fresh Business Thinking, he explained that email marketing is fundamentally based on a strong email data list, so firms could improve their efforts by using information from social media.

He wrote that marketers can "build an audience in a non-intrusive way by inviting dialogue and feedback" from consumers.

"If used well, sites such as Facebook, Twitter or our own www.bttradespace.com can be used to get a better understanding of what customers want and allow companies to be more selective before pushing the email 'send' button," he added.

Mayur Dicosta of Gather.com recently stated that websites are key to any firms'online marketing efforts and claimed that many businesses do not realise the benefits that a strong website can offer them.

As well as attracting interest from search engines such as Google, a strong website can be the basis of online promotions such as must-click ads, he added.

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