Flyers 'have come to the fore in the recession'

Direct marketing materials such as flyers have been key during the recession, it has been claimed.

Firms looking to cut marketing costs have focused on direct mail materials such as flyers, according to one source.

Russell Parsons stated in an article for Marketing Week that PR and partnership marketing are other strategies that have "[come] to the fore" during the recession, which forced bosses to prioritise targeting, accountability and return on investment.

In light of the Comprehensive Spending Review's cuts announced last week (October 20th) by chancellor George Osborne, these practices ought to be implemented by the public sector as private companies have already done, he continued.

"What is clear, with 490,000 less public sector employees and ?81 billion less to be spent, is that government departments and local authorities will have to start doing more with less," Mr Parsons remarked.

Recently, Nancy Scott predicted in a piece for the Digital Nirvana blog that as postal costs increase in 2011, marketers will need to be more careful and target their direct mail more narrowly.