News Article - 17 February 2009
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Businesses looking to ways to boost their productivity during the recession may wish to consider direct marketing.

This is after one sector commentator claimed that demand for the service was likely to increase amid the economic downturn.

Jorgen Nygaard Andreassen, marketing and membership manager at the Federation of European Direct and Interactive Marketing, said during the last recession, from 1999 to 2001, direct marketing saw an increase of 12 per cent, while mass advertising "hardly grew at all".

"The better the suppliers can help their clients find the right target group the better meaningful return on investment they will get," he added.

Mr Nygaard Andreassen explained that data was like the engine of a car - if it did not work then the car would not move - which meant data lists may be beneficial to businesses.

A recent StrongMail Systems outlook survey revealed that 73 per cent of companies that plan to increase marketing budgets in 2009 will bolster email marketing programmes.

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