Cheap flyers 'offer surety in times of economic uncertainty'

Direct marketing - such as cheap flyers - will become more popular this year, according to one writer.

Direct marketing channels, which could include cheap flyers, are set to become increasingly prominent this year, it has been claimed.

Writing for Marketing Week, Russell Parsons stated while negative news regarding the economy continues to abound, the marketing industry is looking to invest in reliable and safe outlets.

He noted the Bellwether Report recently forecast use of direct marketing will increase in 2011, while total employment of marketing disciplines is expected to fall by 5.4 per cent.

The reason for this is that in times of fear and uncertainty - and with budgets under scrutiny - marketing chiefs opt for surety, Mr Parsons continued.

"Direct response channels such as direct mail and digital offer accountability and targeting at, relatively speaking, less cost," the contributor argued.

And companies using printed materials such as cheap flyers as part of their advertising strategy may be interested to hear Royal Mail has launched a new online tool - named Door to Door Response - that aims to enhance unaddressed campaigns.