The global economic downturn has led to a greater focus on return on investment (ROI) for direct marketing professionals in recent years, it has been claimed.

Russell Parsons, news editor at Marketing Week, claimed that as public sector bodies now look to make large savings as a result of the government’s Spending Review, the private sector is also tightening its belt and this has meant marketers need to be achieving results to demonstrate their worth.

Indeed, failure to do so can mean direct mail campaigns could come under pressure in the coming months.

Mr Parsons wrote: “The economic environment focussed the boardrooms’ minds on targeting, accountability and ROI, which, in turn, led to direct mail, PR and partnership marketing coming to the fore.”

Meanwhile, Gordon Borrell, chief executive officer of Borrell Associates, recently argued that there could be many opportunities for mobile advertising in the near future that direct marketing professionals should tap into.

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