Multimedia marketing most successful

Direct marketing companies that use multimedia advertising to target potential consumers tend to be more successful than those who do not, new research shows.

A study by Royal Mail found that multi-platform marketing campaigns are most effective - especially online marketing combined with direct mail.

The survey revealed that 58 per cent of respondents said they would visit a website if they had already been contacted by the same organisation through mail.

Furthermore, 49 per cent of respondents said they believe that when combined with television advertising, brochures help to bring life to campaigns viewed on screen.

In a recent Jupiter Research webinar, industry analyst David Daniels commented that marketers are still not personalising online marketing campaigns well enough.

He revealed statistics which show that just four per cent of marketers personalise messages and of those who do, over three quarters (76 per cent) use five data points or less in the personalisation process.