Companies that concentrate their marketing efforts on both online and offline campaigns have more chance of attracting the attention of consumers, one expert has suggested.

Chris Lake, editor in chief of, has suggested that firms should make sure they are promoting and retailing their products through offline marketing – often using direct mailing lists – as well as using online channels

Mr Lake said that the approach was best in terms of hanging on to customers – set to be a key area in years to come.

He commented: “If you to buy something online you can return it offline and consumers will reward lots of brownie points for that and I think the next five or ten years will be much more about customer retention than acquisition for multi-channel companies.”

According to a report by the Internet Advertising Bureau, all advertising markets experienced decline in the first half of 2008 except for cinema and online.

Related Topics: General Marketing