8 January 2010
Companies must think about all the marketing options available to them when developing customer communications strategies, one industry expert has advised.
Speaking to Marketing Week, Mark Thomson, Media Director at Royal Mail, explained that firms need to focus on reaching the individual rather than the masses.
He noted that this means utilising a range of communications channels and not just relying on one method to get a message across.
"Is using just one channel ever the right tactic in today's world? The answer should be a resounding no," Mr Thomson said.
Last summer, Royal Mail carried out a comprehensive survey in conjunction with media agency OMG which examined a range of marketing campaigns from around the world.
Mr Thomson cited the results, which revealed that digital initiatives experienced a 62 per cent increase in return on investment when they were combined with a direct mail campaign.
Earlier this week, Managing Director of dotMailer Tink Taylor commented that industry professionals need to focus on integrating channels if they are to improve customer communications this year.
