The internet is just one of the numerous marketing channels that make up a successful organisation, the editor-in-chief of E-consultancy has said.
Chris Lake commented that companies should ensure they embrace e-commerce and other web-based services as well as offline channels.
The internet is now a key driver of offline sales, Mr Lake explained, noting that many consumers use the web to research products before buying them on the high street.
And TV adverts and other offline channels are resulting in increased online shopping activity, the expert added.
"Ultimately, it's about using the unique strengths of all your different marketing channels to generate sales," he surmised.
The Office for National Statistics has revealed that 65 per cent of UK households - 16 million homes - have access to the internet, representing an increase of seven per cent over the past year.
Meanwhile, some 56 per cent of all UK households with internet access were found to be linked to broadband in 2008, compared to 51 per cent last year.
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