Monday 17 Nov 2008 - 14:35
The latest business spending survey from research company Shape the Future says that nearly a quarter (23.9 percent) of UK businesses intend to increase spending on print in the next 12 months. Interestingly, this is more than plan to increase spending on networking (21.2 per cent) and website optimization (19.7 per cent). Only 18.6
per cent of the companies surveyed were planning to decrease spending on print.
The research showed that almost a fifth of companies are planning to increase spending on direct marketing campaigns over the next twelve months. Shape The Future says that this is perhaps because printed material can be put into the hands of prospective customers to keep and refer to time and time again, rather than just email which can be so easily deleted.
Lisa Garner, from design company Itonic, said: "We've seen an increase in businesses wanting to reach out personally to customers and there is clearly no substitute for traditional media in order to do it. What's interesting is the return to tangibility. A quality piece of marketing material can speak volumes. It also tends to hang around for longer."
Shape The Future says that those more likely to increase their print spend were business services companies. Property services were more likely to decrease spending as were retailers and wholesalers. More businesses in the South East were likely to be reducing their marketing budgets compared to the rest of the country (20.3 percent maintaining or increasing were in the South East, compared to 25.3 percent of all businesses surveyed).
Digital Arts Staff
For more information see the Shape The Future Web site.
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