Businesses 'must not revert to old marketing methods'

According to the Chartered Institute of Marketing (CIM), it is unlikely that the business sector will revert to the conditions it was experiencing prior to the current financial crisis.

It has urged firms to adjust to this prediction, something that companies using lead generation to improve their client numbers may wish to consider.

"Many economic commentators have noted that the current climate differs from previous challenges in that there isn't going to be a return to a 'normal situation'," research projects manager at the body Thomas Brown stated.

He encouraged businesses to use the "short-term tactics" they are implementing now in an effort to retain customers as a "guide to inform their long-term strategies".

"We are not going to get to a point in, say, 2010 where we can just return to marketing the way it was," Mr Brown added.

The CIM recently called on companies looking to improve their lead generation to embrace technology and the advantages it offers.

However, the body also advised caution, telling firms to be "wary" of shifting all forms of communication online, as this could lower response rates.

Written by Julian Poulter and Copyright "Selling People 2009"