Email marketing 'can complement TV advertising'

Larger businesses should consider integrating established promotional activities such as email marketing with TV advertising, it has been claimed.

According to the Direct Marketing Association (DMA), combining online advertising strategies with mass media promotions can prove to be a highly successful strategy.

Research conducted by the organisation found there was a direct correlation between the use of TV in conjunction with other media channels to drive greater consumer responses.

Commenting on the finding, Robert Keitch, chief of membership and brand at the DMA, said a shift is needed in the way 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," he added.

Last week, Gather.com reported that email marketing is more than capable of reaching and connecting with a mass audience in its own right.

Written by Mark Hainsby