Marketers will move away from traditional forms of direct marketing in 2009, one expert has suggested.

Rob Bielby of the Marketing Innovation Group (MIG) has predicted that more firms will start looking at online marketing channels as opposed to direct mail in an effort to improve their return on investment (ROI).

Writing in the MIG newsletter, Mr Bielby put forward his view that email marketing campaigns offer a cheaper alternative to direct mail.

He argued: “Marketing budgets are tighter and must deliver greater ROI and as a result the migration from ‘off-line’ traditional direct mail to on-line or digital marketing will be accelerated and savings will be made.

“During 2008 there was a significant increase in the successful use of email and SMS to stimulate purchase and increasingly this is replacing direct mail which itself is becoming more expensive.”

However, there is evidence that direct mail is not a spent force just yet, particularly among small businesses.

Ad-ology’s “Small Business Marketing Outlook” survey found that 51 per cent or small firms aim to spend more or the same on direct mail during the coming year.ADNFCR-8000151-ID-18963961-ADNFCR

Related Topics: General Marketing