Despite advice to marketers to integrate their email and social media campaigns, it seems that some are struggling.

New research by an independent marketer has found that whilst many European businesses are using email marketing (57 per cent) and social media (44 per cent), around a third are struggling to integrate the two.

It is thought that the new research could mean many businesses look to professionals to assist their email marketing campaigns to help them integrate all of their marketing strands into one successful campaign.

The study also suggested that consumers are started to favour online adverts less and less. As a result of this, an advert that keeps appearing on users’ screens will only serve to make them dislike the brand. If marketers don’t test their campaigns and the public reaction, amsterdamprinting.co.uk reports, they could be wasting money on ill-advised and badly perceived techniques.

Speaking to econsultancy.com, leader of the study Volker Wiewer explained: “The research confirms that there is a serious gap between marketers’ approach and what customers want.

“It’s surprising to see that less than half of the companies involved in this research are using social media and only a third have developed an integrated programme between their social media and email marketing. With the rise of global marketing there is also a danger that local trends are being missed.”