It is very important for marketers to maintain a healthy dialogue with their clients, the Advertising Association has advised.

The organisation said keeping the corporate lines of communication open is especially vital during a recession in order to prevent the loss of too many sales.

Rae Burdon, chief operating officer at the Advertising Association, said maintaining business links is sure to pay off once the tough economic climate has eased.

“In business, those that continue to support their brands or products in a recession will benefit in the period following the recession well ahead of their investment in normal circumstances,” he explained.

Mr Burdon’s comments come following a recent survey from AEO, which found that nearly one-third (30 per cent) of companies believe the direct marketing channel is ideal for building relationships with clients.

The report also found that five per cent of respondents view print advertising as perfect for chasing business leads, while three per cent see internet advertising as the top tool for lead generation.

Related Topics: General Marketing