Marketers using cheap flyers 'should be bold'

Companies should realise that 2011 brings opportunities as well as threats, it has been claimed.

Marketers - such as those who use cheap flyers - ought to take a bold approach in 2011, according to one writer.

Russell Parsons stated in an article for Marketing Week there is a mood of cautious optimism in the industry, with UK PLC recently making comments of prudence similar to those expressed at the end of 2009.

He explained this trepidation is due to a combination of the impending VAT rise, inflation and fears over job cuts, but argued unpredictability "should not be responded to with a tentative approach".

Rather, "this is a time for marketers to be bold" and acknowledge that 2011 and beyond brings both opportunities and risks, Mr Parsons continued.

One such prospect is the 2012 Olympic Games, which imaginative marketers can use to their advantage, he added.

The contributor's comments follow those made by the editor of the publication, Mark Choueke, recently, who noted the majority of industry figures feel calm about the year ahead.