Direct marketers are adapting to the current economic conditions by making the most out of the technology available to them, according to one expert.

Ray Jones, head of communications and external affairs at The Chartered Institute of Marketing (CIM), made the suggestion when speaking at Technology for Marketing & Advertising 2009.

Mr Jones suggested that companies were learning to get more out of their technology, in the midst of the downturn.

He used the analogy that “when it rains we get our umbrellas out and when the sun shines we get out sun tan lotion”.

Continuing: “That’s really what has to happen now. When a difficult market like now arises, those who can think outside the box have certainly adapted to meet a trend.”

According to The CIM’s Marketing Trends Survey for Autumn 2008, 11 per cent of marketers are confident that the UK economy will show signs of improvement over the next 12 months.

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