Recession ‘will lead to higher marketing demand’

As firms look to survive the recession, performance-based marketing with higher returns on investment will be the priority, one expert suggests.

This expectation is based on figures from the last recession facing the UK between 1999 and 2001, which saw direct marketing increase by 12 per cent, explains Jorgen Nygaard Andreassen, marketing and membership manager at the Federation of European Direct and Interactive Marketing.

He suggests firms looking to bolster their marketing campaigns invest in business data lists.

“The better suppliers can help their clients find the right target group, the better meaningful return on investment they will get,” Mr Andreassen adds.

More than half of global business leaders plan to increase their marketing budgets this year, according to a survey by StrongMail Systems.

They will focus on email marketing and search campaigns with a higher return on investment and decrease spending on events such as trade shows, it reveals.