Firms that continued to invest in marketing during the credit crunch – including both digital and physical campaigns – are set to reap the benefits of increased market share in the new year.

According to the Direct Marketing Association (DMA), industry has benefited massively from rising investment in marketing despite the fact that most businesses have had to restrain their spending in some way.

Chris Combemale, executive director of the DMA, said: “There is plenty of evidence to suggest that companies that continue to invest in marketing emerge from recessions stronger than their competitors.”

“While some companies cut their budgets in tough economic times, other companies increase spend as they perceive an opportunity to gain market share.”

He added that companies that want to keep their marketing spend under control, however, should use targeted promotions as they offer both measurability and accountability.

1 Hagan, Nick. “DMA: Continued investment helped the marketing industry to prosper during recession”. Wednesday December 22nd 2010.