Marketers 'must use traditional & modern tactics'

Marketers must integrate traditional and new marketing tactics if they want to communicate effectively with their audience, an expert has warned.

Professor emeritus of service at Northwestern University Don E Schultz made his comments at the Search Engine Strategies Chicago conference, dBusiness News reports.

He said "almost all" traditional forms of marketing involve outbound communications with potential customers.

Professor Schultz continued: "With search, however, marketers of products, brands, and services place the power in the hands of intelligent customers as they proactively seek out information to educate themselves," the news source reports.

This means marketers must merge the two in order to create a more "holistic" and effective marketing strategy, he concluded.

However, earlier this year online media firm webitpr questioned agency, in-house and freelance PR staff, and revealed that 99 per cent believe online coverage is important.

Despite this, 55 per cent said their peers would be incapable of running an effective online marketing campaign due to lacking the necessary skills or being too busy with their day-to-day roles.