Businesses have been urged not to neglect traditional mailing campaigns by one marketing specialist.

According to Judy Kirkland, co-founder of EchoPoint Marketing Partners, firms that only focus on online strategies are in danger of losing a valuable source of revenue.

Writing in her column for Business Management Daily, Ms Kirkland said online and offline channels both have a range of benefits and can each target a different demographic.

“The truth is that while Web 2.0 technologies are new, ‘conversation marketing’ isn’t,” she added.

“Good campaigns have never lectured; good marketing has always been about building relationships and offering solutions.”

Marketers may be tempted to restrict campaigns to emailed communications as they offer a quick turnaround but Ms Kirkland suggested firms favour a mixed-media approach to create more permanent interest.

Those looking for new ways to market online may be interested in comments from technology writer Bill McCloskey.

Sharing tips on using Twitter on his ClickZ blog, Mr McCloskey suggested using the micro-blogging site as a listening tool to monitor consumer demand.

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