Digital marketing services should be used in tandem with traditional channels, rather than in isolation, in order to produce the most effective ad campaigns, an expert has claimed.

Speaking at the Technology For Marketing & Advertising conference at Earls Court in London, Direct Marketing Association commercial director Kevin Dendy said that achieving a "balance" between avenues like pay per click marketing and older platforms is crucial.

"It’s not just about digital and the way that’s going, it still has to be in conjunction with multiple campaigns; it’s all about being fully integrated," he noted.

Mr Dendy’s comments come after Paul Harris, marketing director of hosting specialist UKFast, said that the transparency of return on investment offered by internet marketing services has meant that some firms are neglecting traditional channels.

He added that companies cannot simply bolt-on a social media strategy to their campaigns in order to realise the benefits of online marketing; instead, a holistic approach is required that develops integrated campaigns.

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