The ongoing economic downturn has given direct marketers a chance to stand out from the crowd, according to one senior industry figure.

Ken Moon, the president of globally-focused US direct marketing firm, Addressers, has made the suggestion.

He indicated that while many firms will be tempted to cut their marketing budgets in the current climate, those that persist with their efforts to communicate with customers will grab the attention of targets.

“The current economic conditions are an opportunity to gain market share as competitors react with reductions in marketing communications,” Mr Moon explained.

“When a company ceases to communicate, it can be easily mistaken for a corpse or at the very least forgotten about. Those companies with efficient and effective direct marketing programs will win the day.”

The direct marketing chief advised firms to seek specialist help in order to get the most out of their campaigns.

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