The impact of the international financial crisis on the direct marketing activity

Abstract

To overcome the crisis, companies should change their advertising strategies. In the current economic context, companies need new plans for promoting and marketing investments, less expensive than advertising. Direct marketing is customer-oriented, the results can be traced and measured and one can analyze what message or communication channel has the best results. Therefore, companies should use more direct marketing, formulating their strategies starting from past results to save money and gain efficiency in promotional campaigns.