Posted by Gareth Cutter on 25th March 2009 to
Best Practice and
Marketplace A poll of 1,000 finance directors across the UK has discovered that more than four out of five support an increased investment in marketing platforms, including email marketing, despite the recession.
According to the report, done in partnership by customer insight firm, KDB and data solutions provider, WPP Lightspeed Research, 98% of business directors in the business services sector back the move to increase marketing investment in 2009.
Matt Booth, chief analyst at KDB, commented that it ties in to an understanding of "the historic importance of marketing through a recession".
Email marketing’s strong return on investment (ROI) and accountability makes it a favourite for increased investment during the recession as finance directors look for increased accountability in all business outgoings. In email marketing, managers are able to track directly which prospects turn into paying customers because of a campaign, making it easier for them to calculate the ROI and justify the expense to directors.
The report comes as an antidote to common perceptions about directors being opposed to investing in marketing during recessions; provided that marketers are able to present them with a plan on how they intend to generate incoming business, they will find their directors more willing to lend their support, and their finances.
