Direct postal marketing campaigns can be more successful when combined with digital channels, an industry expert has said.

According to Mark Power, chief executive of Concep – the Institute of Direct Marketing‘s official email partner – integrating marketing platforms in “the only way forward”.

He pointed out that those who achieve marketing success are the ones who have the systems, processes and marketing strategies that allow them to get the right content to the right people at the right time, frequency and channel.

“Some things I want through the mail, some things in my inbox,” Mr Power said. “You need to look at it as an overall strategy, not just as a separate digital strategy, which is still happening too much.”

A report by the Direct Marketing Association in July 2007 found that £125 billion worth of sales in the UK could be attributed to direct marketing.

The report also found that the direct marketing industry was worth £43.7 billion in 2006 – an 18 per cent increase from 2004.

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