Live brand experiences 'should work in tandem with digital marketing'

Date: 14/04/2010

Digital marketing is much more effective when it is used in tandem with other established marketing methods such as live brand experiences and should not replace them directly, according to a leading body in the sector.

The Direct Marketing Association (DMA) made its comments following the revelation from UKFast that a number of businesses are sacrificing core principles of advertising to focus on digital methods.

Kevin Dendy, commercial director at the DMA, said: "They have to work in tandem with each other.

"It's not just about digital and the way that's going, it still has to be in conjunction with multiple campaigns."

He added that while it may be more easily measurable in terms of return on investment, traditional marketing channels like digital marketing will still always have a role to play.

Paul Harris of UKFast added to his report earlier this month, noting that while marketing standards have been raised, marketers cannot simply add a social media strategy with ease; instead, organisations must adopt a holistic approach.

Posted by Jo Morgan ADNFCR-2060-ID-19721532-ADNFCR