Russell Parsons, a columnist for Marketing Week, has stated the slow economic recovery will mean that marketing budgets will remain under intense scrutiny in 2010.

Writing for Marketing Week, he claims that direct marketers would have to demonstrate their strategies are cost-effective and efficient in the coming year.

Direct marketers will start to push the case for well-targeted direct marketing campaigns with measurable return on investment, rather than expensive and unfocussed campaigns that propose mass media activity.

This supports Mark Thomson’s, Media Director at Royal Mail, claims that 2010 would witness the continued union of digital and traditional channels, with marketers seeking to develop innovative ways of linking direct mail executions with online platforms to boost client engagement.

Due to the state of the economy many firms have been prompted to focus on measuring their return on investment from direct marketing campaigns.

This is likely to lead to businesses placing more emphasis on compiling client information in 2010 to widen their marketing outreach.

As featured on Marketing Week.

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