An integrated approach to business-to-business (B2B) marketing campaigns will help British firms through the recession, on industry figure has suggested.

Speaking to Precision Marketing, Andy Snuggs, the managing director of car manufacturer SEAT’s direct marketing agency Geronimo, has explained that campaigns making use of both traditional direct mailing services and newer online channels are set for success.

Mr Snuggs indicated that although the direct mail market could shrink, the campaigns which remain will be more effective.

He predicted: “There will be more investment in digital and direct. We are currently too reliant on the old model of TV, press and direct mail. Direct mail volumes will be lower but the information will work harder and be more relevant.”

Royal Mail recently gave B2B marketers more incentive to use direct mailing services by handing reductions to greener campaigns.

The Sustainable Mail project will reward marketers using recyclable material in their direct mail drives.

Related Topics: General Marketing