Digital marketing could be one area to survive the cuts made by many businesses over the coming year, new research suggests.

A global survey of chief executives conducted by Worldwide Partners Inc found that many foresee marketing spend cuts in 2009.

However, digital marketing, which includes direct marketing techniques such as email campaigns, was a possible exception to the rule.

More than half the chief executives quizzed as a part of the study said that they expect digital marketing to grow over the next 12 months.

“Last July’s survey hinted that things could get worse before they get better,” commented WPI president, Al Moffatti, on the group’s previous findings, which contained gloomy predictions on the overall marketing outlook.

“This latest report indicates we were right given our streetwise framework and intelligence.”

However, some direct marketers will be seeing the ongoing economic downturn as a good opportunity to attract the attention of targets.

In the region of 70 per cent of the firms quizzed in Datran Media’s Annual Marketing Survey said that they like the idea of integrating marketing messages into their transactional emails.ADNFCR-8000151-ID-19011659-ADNFCR

Related Topics: Direct Marketing