The core traditional marketing channels will be completed by new platforms springing up over the coming years, an expert has predicted.

Jon Maddison, UK country director at Epsilon, pointed out that the marketing landscape is rapidly evolving, with platforms such as social media showing that they are a force to be reckoned with.

“Social media is clearly here to stay, but the precise sites that people visit are probably going to change in time,” he said.

Richard Wright, marketing director at Epsilon, added that consumers will increasingly demand that brands have a full knowledge of all their interactions with them, whether it be direct mail or email.

“Consumers are going to demand more, because there’re more channels for them to communicate through,” he pointed out.

Epsilon International’s recent industry survey found that more than a third (37 per cent) of companies avoid social media due to lack of understanding.