Integrating offline marketing channels with online platforms is the biggest challenge facing many marketers, a new survey suggests.

According to a study from Alterian, one in four marketers (25 per cent) believe combining online with offline channels and database marketing is their top obstacle.

A similar proportion of marketing professionals said they face considerable challenges when it comes to assessing or managing internal infrastructure.

The survey also found that 60 per cent of companies believe personal one-on-one engagement with clients requires a radically new way of creating content and on-demand services.

The same proportion of respondents said their existing techniques for understanding the needs of clients need to be significantly improved.

Mike Fisher, senior vice-president of sales and marketing for Alterian, said: “Businesses need to evolve their monitoring and marketing techniques to offer one-on-one engagement with the [client] and act on these conversations in real time.”

Lee Gallagher, manager of direct marketing solutions at InfoPrint, recently pointed out that direct mail is still a trusted marketing platform despite the popularity of digital media.

Related Topics: General Marketing