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Interactive leads rise in spending

Marketing spend in financial services is set to rise by 14 per cent

in the UK and by 7.3 per cent worldwide this year – more than double

the rate of rise in other sectors, according to new research.

The survey, by direct marketers EHS Brann and the London Business

School, found that UK budgets are higher than in other major

financial services centres where an average 5.3 per cent increase is


Direct and digital marketing are set to be the main benefactors of

increased spends.

Interactive marketing will account for 15.9 per cent of the growth in

spending and direct mailing 8.2 per cent. Advertising in the media

accounts for 7.1 per cent, sales promotions 5.9 per cent and public

relations or sponsorship 1.7 per cent.

The UK is the country most reliant on direct marketing and 53.9 per

cent of ads contain some response mechanism.

Last year, marketing expenditure grew by only 0.6 per cent worldwide.

Seven hundred senior marketers in companies with budgets over

£666,000 in the UK, US, Japan, Germany and France were


EHS Brann strategy and marketing director Alan Styler says: “The

changes in expenditure are likely to have been driven predominantly

by short-term factors, specifically market and economic conditions.

“The reasons for the move towards digital and direct marketing,

however, suggest this trend is not a short term quick fix to the

current economic climate but rather a long-term strategic shift.”


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