From businessstrata.com
Date Submitted: 10/21/2008 9:25:22 AM

Growing businesses are "required" to take direct marketing action in times of economic difficulty, according to an expert.

Dan Page, business development specialist for promotional firm Transactional Direct, warned that by doing nothing, companies could "make matters worse" for themselves and struggle.

He added that failing to use measurements and metrics to analyse marketing is something to avoid, while he also urged firms to test their campaigns before sending them out.

"Any time a change is made in the direct marketing mix, results must be tested and confirmed," he explained.

"Only rigorous testing will show what succeeds beyond wildest expectations and which marketing dollars fell into a black hole."

Recent research by Royal Mail found that combining direct mail with search marketing tactics could prove successful.

It found that 58 per cent of consumers are more likely to click on a link while on the web if they are familiar with a company concerned due to postal communications