Online Marketing ‘Must Be Balanced With Offline Channels’

by Stephen Logan on 15th April 2010

Businesses have been offered advice on how to make the most of their online marketing and search engine optimisation (SEO) campaigns.

Kevin Dendy, commercial director at the Direct Marketing Association, said that enterprises need to combine their internet and digital efforts with other marketing methods.

They should also ensure that if they use SEO services to promote themselves on the internet, these campaigns work in tandem with offline channels.

Mr Dendy continued: "It’s not just about digital and the way that’s going, it still has to be in conjunction with multiple campaigns; it’s all about being fully integrated."

He stated that enterprises need to try and achieve "an absolute balance" between the different options.

Meanwhile, a report by UKFast recently revealed that the transparent nature of digital marketing is encouraging companies away from more traditional methods, which is making it more important than ever for firms to engage with and understand their customers.