Charities can be 'successful' by integrating marketing techniques

18/08/08

The success of a direct marketing campaign can be heightened if it is combined with more advanced technologies. 

That is according to Mark Power, chief executive of Concep, the official email partner of the Institute of Direct Marketing.  Mr Power has asserted that the use of channels such as email and text messaging can really help to boost the impact of postal marketing campaigns. 

He also indicated that these strategies should not be looked at separately because 'integrating them...can work extremely well', because consumers are willing to receive things via their inboxes as well as their post boxes. 

'You need to look at it as an overall strategy, not just as a separate digital strategy, which is still happening too much,' Mr Power explained.  He went on to say that 'the right content' is the most important thing to consider in any marketing campaign. 

Over 45 per cent of email users have said that they are addicted to email, a rise of more than 30 per cent from 2007, AOL Mail's fourth annual Email Addiction Survey revealed.

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