Outbound telemarketing 'popular among firms'

Outbound telemarketing is the most popular form of lead generation for companies looking to drive demand for their products or services, a new study has found.

According to the 'Balancing Brand and Demand: Measures and Methodologies for an Economy in Transition' report from Stein Rogan+Partners, this method of communicating is used by 86 per cent of respondents.

Direct mail is utilised by 68 per cent of the companies that took part in the survey, while sales enablement tools and sales promotion were adopted by 69 per cent and 70 per cent respectively.

The research also revealed that marketers believe a "carefully calibrated combination" of building a brand and increasing demand is becoming essential given the present economic climate, with many opting to take a long-term strategy rather than focus on implementing a short-term fix.

"Marketers continue to adjust to the environment," noted chief strategy officer at Stein Rogan Marianne Moore.

"They are endeavouring to optimise their strategy and messaging," she said, adding that "fuzzy or lazy positioning clearly doesn't cut it" in the present economic climate.

The findings come after Fairfax Digital suggested that direct marketing techniques such as telemarketing are an "excellent" way of securing potential new customers.

Posted by Julian Poulter