New research has shown more than half of all large businesses now use a multichannel marketing approach when it comes to advertising and contacting clients.

According to figures from data business dbg, 98 per cent of businesses which employ more than 250 workers now use three or more marketing approaches, with B2B direct mail one of the most popular.

In addition, the research revealed over half of firms are also storing data in order to compile a fuller picture of their client base.

Mike Lordan, chief of operations for the Direct Marketing Association, commented: “Ensuring that this data is held securely and used correctly will help companies to build trustworthy relationships with greater numbers of consumers.”

Elsewhere, Kara Trivunovic recently posted on the Email Guide that firms are better prioritising a low level of complaints rather than boosting open rates by bombarding clients with correspondence.

Related Topics: Business Data & Lists