Marketers must use their resources more wisely when conducting campaigns amid the ongoing economic downturn, according to one publication.

Marketing Week has highlighted the “challenging times” facing firms to adapt to the knock-on effects of a recession.

It was recommended that firms, including those thinking of employing direct mail services, should make sure they monitor the return-on-investment from campaigns.

According to Marketing Week: “As the recession begins to bite, marketers will need to ensure they are finely attuned to the changing needs of their markets and customers.

“With every part of the business under intense scrutiny, they must use their resources wisely and monitor closely the effectiveness of their marketing activities.”

Figures from DataTalk recently published by Precision Marketing found that the number of people taking notice of marketing through a range of channels has grown over the past six months.

Related Topics: General Marketing