TV viewers 'may be influenced by email marketing'

Category: Internet Trends

May 7th 08, 13:14

Online and email marketing and television advertising success are closely linked, according to new research.

More than half of respondents to a poll by Thinbox and the Internet Advertising Bureau (IAB) said they go online and watch the television at the same time.

Combined use of television advertising and internet-based marketing activity, such as email marketing and online video adverts, could maximise the exposure of this audience and get instant feedback to campaigns, the finding suggest, according to the IAB.

The poll, conducted by Q Media Research, looked at the internet and television viewing habits of tech-savvy users who had broadband, accounting for about a quarter of the UK population.

Thinkbox chief executive Tess Alps said: "This research shows that TV and online are perfect partners and I would urge advertisers to recognise the greater impact they can have if they use both together."

Nick Stamoulis of the Email Marketing Journal suggested companies should keep in touch with customers by email at least once a month.

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