Businesses are increasingly turning to direct mail in a bid to maximise the cost-effectiveness of their marketing strategies during times of economic uncertainty, new research shows.
According to a study by MarketingShepa, 29 per cent of marketers said that they intend to spend more on direct mail over the course of the year, while 59 per cent reported that they intend to decrease their radio and television marketing expenditure.
The report’s findings flies in the face of forecasts by the Advertising Association, which expected direct mail budgets to drop by 2.5 per cent in 2008 in the face of a global credit meltdown.
Ren Kapur, of the Institute of Sales and Marketing Management, commented: “In a drastically changing market, direct marketing is able to be so much more flexible and so much more sensitive to customer trends.”
Marketing resource Qas advised marketers that increasing the accuracy of direct mail by investing in data quality technologies is a recommended means of generating higher returns of marketing expenditure.