Firms not combining online and offline marketing strategies, survey shows

Many businesses do not combine their offline and online marketing strategies to maximise the results of lead generation campaigns, it has been revealed.

Research conducted by Econsultancy and Speed-Trap discovered that only 16 per cent of organisations combine these strategies.

However, many claim that they are now seeking more information on how they can engage in a successful cross-channel marketing integration campaign.

Malcolm Duckett, vice president of operations at Speed-Trap, said that the research "reveals that organisations across every market sector recognise the need to improve customer personalisation and cross-channel marketing integration".

He added that online strategies are taking "an increasingly mainstream role in revenue generation" and firms no longer see it as a separate channel.

It has previously been claimed by Telemarketing Matters, writing on the Cambridge Network, that telemarketing can be especially effective for enterprises during a financial downturn.

Written by Julian Poulter and Copyright "Selling People 2009"