The current recession being experienced in the UK could lead to more “innovation” in direct marketing, according to one expert.

Editor of B2B Marketing magazine, Joel Harrison, was talking at the Internet Advertising Bureau’s first forum of 2009.

Despite the fact that many experts are unwilling to cast aside traditional methods of direct marketing, Mr Harrison said that digital methods of communication were becoming more apparent in business-to-business marketing strategies.

He suggested that the ongoing economic downturn, coupled with the “digital revolution” experienced in 2008 will contribute to the use of new, cheaper channels such as email marketing.

“Direct marketing is shifting in its role and we’ll see digital channels coming to the fore,” he said.

Adding: “Recession is forcing innovation. In that respect it’s a positive thing”.

Meanwhile, the Banner Corporation’s online communications director highlighted the buzzwords “interaction, content and community” for B2B marketing models over the coming year.

Related Topics: Direct Marketing