According to expert opinion from Mark Thomson, Media Director at Royal Mail, direct marketing strategies can improve client engagement by optimising a variety of promotional channels.

Writing for Marketing Week, Mr. Thomson claims that the explosion of personal technology during the last ten years had created a wide range of opportunities for marketers. However, this development has put control firmly in the hands of prospects, requiring marketers to attempt engagement across numerous platforms.

According to a survey by New Media Age (NMA), big name brands are not using micro-blogging site Twitter for online direct marketing.

It revealed that 74 per cent of the 500 super-brands questioned have no presence on Twitter at all. Also of the 130 that do use the micro-blogging site, less than half “tweet” daily.

According to experts, marketers must not abandon tried and tested methods of getting their message across just because new channels are emerging.

It has been claimed that marketing methods, such as direct mail, still has a lot to offer despite the advent of the internet and social media.

According to Marketing Week’s Direct Mail Attitudes survey, direct mail has stood up well to the challenges posed by the recession.

The survey found that 56% of marketers believe direct mail has influence with the top executives or board members at their companies.

Many marketers still prefer to receive direct mail marketing, despite a growing interest in digital marketing platforms.

This is the view of experts who believe direct mail is “still an extremely trusted source for valued communications”.