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Direct marketing 'ready to grow again in 2010'
Dec 15 2009, 11:11 AM
After what was a difficult year for many businesses, the direct marketing industry is looking forward to better times ahead, it has been suggested.
Robert Keitch, Chief of Membership and Brand at the Direct Marketing Association, said many "less-enlightened" companies cut their marketing budgets when they were forced to reduce costs this year.
However, writing for Marketing Week, he noted that there have been "glimmers of hope".
"Many brands are now switching their restricted budgets to direct marketing because of its cost-effectiveness in specifically targeting those consumers that are most likely to be converted into customers," Mr Keitch explained.
He added that companies should be taking a long-term view and starting to invest in marketing again over time.
Speaking recently, Steven Dodds, a Senior Planner at the Direct Marketing Group, said direct mail is still an effective tool for businesses and recommended that companies focus on mail targeting through improved modelling in order to ensure the channel continues to provide good returns.
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