Online direct marketing 'can complement TV advertising'

Integrating online direct marketing and other promotional strategies with TV advertising can help large companies achieve effective campaigns, it has been claimed.
According to new research by the Direct Marketing Association (DMA), combining online direct marketing strategies, print advertising and direct mail with TV promotions can prove to be a highly successful strategy.

The study shows that a direct correlation can be seen in the use of TV in conjunction with other media channels which helps to drive greater consumer responses.

Online activity has been shown to increase responses by 175 per cent when used with TV ad campaigns, compared to 52 per cent with press.

Commenting on the finding, Robert Keitch, chief of membership and brand at the DMA, said advertisers need to reassess 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 month, the Direct Marketing Association said consumers are more receptive to online direct marketing than marketers previously thought they would be.
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