Focusing marketing strategies through exclusively online mediums can mean that only a decreased audience can be reached compared to the potential of other techniques, one expert has suggested.
Writing in the Financial Times, Ben Langdon, chief executive of Digital Marketing Group, has reminded firms that despite becoming more popular, methods such as telemarketing and email marketing aim to reach a targeted or ‘opt-in’ audience, limiting the number of potential customers on business lists.
Mr Langdon pointed to direct mail as a way of presenting marketing pitches to more people than with other techniques which use a narrow section of recipients.
He explained: “Marketers now have an increasing range of media to use but a decreasing audience: the ‘permission spectrum’.
“At one end of the spectrum sits the mass broadcast medium of direct mail where consumers have often not requested the contact, and can only opt out of all mailings via a mailing preference service or by contacting each sender directly.”
According to figures released this year by the Internet Advertising Bureau, internet advertising’s revenue was up to 11.4 per cent from 7.8 per cent in 2007.