Firms will continue to focus their business-to-business (B2B) direct marketing efforts on offline channels such as direct mailing services in 2009, research has shown.

A UK-based study undertaken by Alterian has found that 80 per cent of marketers quizzed have no plans to reduce their offline direct marketing spend in the coming year.

The sixth Alterian Annual Marketing Survey found that 38 per cent of those companies canvassed for their views said that they would be increasing their budgets for offline direct marketing campaigns.

It was found that 62 per cent of respondents were planning an increase in online direct marketing spend as well.

According to Alterian chief executive Dave Aldridge, an integrated approach is likely to be used by many firms over the coming year, meaning it will be vital to gauge return on investment from marketing drives across several channels.

Mr Aldridge said: “Multichannel marketing is commonplace in 2009, but the challenge for marketers is to measure the value and draw results across these various systems in order to provide a true picture of ROI back to the business.”ADNFCR-8000151-ID-18982760-ADNFCR

Related Topics: General Marketing