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.

According to expert opinion from Mark Thomson, Media Director at Royal Mail, direct marketing strategies can improve client engagement by optimising a variety of promotional channels.

Writing for Marketing Week, Mr. Thomson claims that the explosion of personal technology during the last ten years had created a wide range of opportunities for marketers. However, this development has put control firmly in the hands of prospects, requiring marketers to attempt engagement across numerous platforms.

Robert Keitch, chief of membership and brand at the Direct Marketing Association (DMA), has explained why the DMA can’t regulate the direct marketing industry.

This comes in response to results of Marketing Week’s recent Direct Mail Attitudes survey revealed that 61% of practitioners polled believe that the DMA should regulate the direct mail sector more.

According to Marketing Week’s Direct Mail Attitudes survey, direct mail has stood up well to the challenges posed by the recession.

The survey found that 56% of marketers believe direct mail has influence with the top executives or board members at their companies.

Marketing Week’s feature (21.10.09) on direct mail talks about how brands are driving consumers from the doormat to the keyboard.

Eclipse Marketing’s Business Development Director Leighton Morgans comments on the relationship between direct mail and digital and how this winning combination will benefit marketers and brands.

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