Traditional marketing 'more effective' than online alternatives

Consumers are more receptive to traditional marketing methods as they feel they are less annoying than online campaigns, according to new research.

The public sees traditional advertising techniques such as flyers and printed brochures as being more effective than online marketing.

This is the conclusion drawn from a report produced by Zussi Research for digital marketing event ad:tech London, which revealed the majority (69 per cent) of respondents see traditional advertising as relevant to their needs, compared to 45 per cent who feel the same way about web-based techniques.

Participants of the survey praised traditional forms of advertising as being "less in your face", stating: "online [campaigns] seem to use all kinds of annoying tricks to make you view them", such as pop-ups.

Commenting on the findings, conference and marketing director for ad:tech Christophe Asselin noted many customers "are becoming more and more savvy to online marketing tactics" - something that may prompt firms to revert to direct mail methods such as distributing flyers.

The results support recent research from the British Marketing Survey, which showed direct marketing effectiveness has risen over the past year.