Many firms are planning to launch integrated direct marketing campaigns in the near future, according to figures.

A report put together by Econsultancy and Speed Trap found that as many as 64 per cent of companies quizzed intend to spread their direct marketing campaigns over both offline and online channels.

The finding is further proof that traditional marketing avenues such as direct mail are seen to work successfully in tandem with online routes like email marketing.

Looking at the results of the study Linus Gregoriadis, Econsultancy research director, said that a trend of using personalisation techniques in strategies was also apparent.

He said that companies want to “optimise and personalise the customer experience across different channels”.

Meanwhile, a recently-released report from Research and Markets has concluded that marketing delivery platforms systems must increasingly be integrated in order to cater for a multi-channel approach.

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