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Marketing efforts even more important during slow economy

According to many marketing experts, economic conditions in 2012 will pose some issues for companies in a number of different fields, due to slower consumer spending. Since the recession started in 2008, some consumers have been holding onto money. 

In a recent issue of MarketingWeek, Russell Parsons writes that while some sectors have been able to make gains, the ability to draw in clients still posed a major challenge to those in charge of creating a sustainable outreach effort.

He says that because there were fewer dollars up for grabs, the best advertising campaign could make a huge difference in the end.

"Direct marketing can offer all that is demanded by companies in challenging economic environments," writes Parsons. "What it also needs to do is demonstrate that it can be as creative and live beyond the short-term interest in its cost efficiencies."

One way that businesses have tried to gain an advantage on competition is through using tools such as address validation software when sending out direct mail. While there's no sure-fire way to attract more business, the bigger a company's presence, the more likely it is to attract more clients.