Even with the rise of social media marketing, more conventional techniques like direct mail are unlikely to go away, but B2B data and business mailing lists could be vital to campaign success.
Speaking to Marketing Week, Annabel Venner, marketing director at niche business insurer Hiscox, described the varied mix of media the firm uses in its promotional activity.
When asked whether modern elements such as social marketing would ever replace traditional techniques like direct mail, Ms Venner argued that a variety of media was necessary.
“I cannot see direct mail going away, but you need to make sure that you are targeting the right people. This means data is massively important,” she told the journal.
Firms marketing their products and services to other companies may therefore be encouraged to use business mailing lists to ensure they are reaching the right prospects.
Earlier this week, Phil Kingsland, site director at knowthenet.org.uk, suggested that smaller firms do not need to become entirely digital to benefit from the internet.
He said that on and offline operations can coexist and support one another, perhaps through a mix of B2B email marketing and direct mail strategies.