Is print still a powerful marketing tool, or do we focus on email?

Greg Latham, managing director of recruitment company Encore Personnel, asks our team of experts whether he should communicate with customers purely through email marketing campaigns or run them alongside traditional print endeavours. Mike West, media development manager at Royal Mail, creative director of Purpose Rob Howsham, and email marketing expert James Puddicombe from Voodoo come up with some solutions.

Far from shifting to online activity only, the advice is to integrate the company's communications because customers prefer to engage through both channels. To ensure these communications make an impact, they need to be intelligent, memorable and engaging. And the company needs to use CRM tools to identify what interests its customers and how they prefer to receive information.