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Aussie companies should target direct marketing
Oct 24 2008, 04:43 AM
Australian companies that are able to implement targeted advertising campaigns are likely to do better in the economic downturn, according to a direct marketing expert.
Writing for My Small Business, Fred Schebesta, director of Freestyle Media, suggested that the typical knee-jerk reaction of cutting marketing budgets in difficult economic times could result in a greater cost to a company over time.
Instead, Mr Schebesta recommended that businesses utilise all of their resources to steal market share from their competitors with direct marketing campaigns, which could be enhanced with address management software.
"By focusing your marketing efforts on a tighter group of prospects and refraining from combat in marginal areas you can hone in on your target market more effectively," he wrote.
In August, a poll carried out by the Direct Marketing Association claimed that marketing via SMS could replace existing mail strategies.
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Written by Liam Hodkinson
