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Combined media key to marketing success, claims expert Royal Mail media director says advertising campaigns must use integrated media to succeed.
An expert has claimed that businesses should look to combine digital marketing campaigns, such as internet video, with other media.
Writing on MarketingWeek.co.uk, Mark Thomson, media director at Royal Mail, said that research shows that the most effective media campaigns drew on a variety of resources to target potential customers, with digital marketing playing a big part.
He referred to a recent study conducted by the Royal Mail and media agency group OMG that concluded that "the effectiveness of individual channels could be boosted by dovetailing with other media".
As an example, Mr Thompson said that the study found "digital campaigns saw a 62 per cent increase in return on investment when combined with direct mail".
Recently, Advertising Age magazine predicted big things for the use of viral videos as marketing tools in 2010.
It claimed that: "As online video consumption continues to rise, advertisers increasingly value viral viewings as a clear and visible sign that their campaigns are engaging audiences."
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