Traditional marketing methods should not be discounted when targeting email leads on mailings lists, a new study suggests.

According to a report from the MIT Sloan School of Management, online advertising can be an effective way of targeting certain demographics, but marketers should make sure they consider all avenues including more traditional platforms.

MIT Sloan assistant professor Alessandro Bonatti explained that while newspapers can have a limited capacity to target audiences, specialised publications can perform much better and compete with online platform when it comes to capturing the attention of niche markets.

“While online advertising certainly has the potential to drive out traditional advertising, it does not necessarily follow that online advertisers will make more money,” he said.

Mr Bonatti advised marketers to start a “price war” in each targeted segment instead of competing for one big market.

According to marketing specialist Tink Taylor, managing director of dotMailer, firms will increasingly be taking advantage of cross-platform marketing strategies this year.

Posted by Julie Knight, Managing Director – General Marketing, Industry News