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ANALYSIS: Telemarketing turns up the volume

Telemarketing remains an increasingly important part of the marketing mix, according a survey conducted by B2B Marketing, in association with The Telemarketing Company. However, key challenges remain for the channel, particularly in terms of budgets and measurability.

Over 200 respondents completed the online survey, with 70 per cent of respondents regarding telemarketing as either 'critical' or 'very important'. Just under half of respondents (45 per cent) said their use of telemarketing has increased during the last 12 months, compared with less than 10 per cent who said their use of it has decreased. Forty three per cent reported no change.