Brand Republic reports that Top UK retail brands are boosting their investment in customer marketing, a sector that oversees in-store and field marketing.

Both Sainsbuys and Voda Phone are looking to bost the use of  field marketing

Analysts have speculated that other retailers will also begin to invest more in customer marketing as a result of the economic slowdown, at the expense of TV, radio and outdoor.

Advertising budgets:

• Last year, Vodafone cut ad-spend by nearly 18% to £54m, dropping TV spend by 12.7% and radio 66%.
• GSK’s adspend fell 5.4% to £30.4m. It increased TV spend by 7.3%, but cut outdoor, press and radio by 16%, 39% and 41% respectively.
• Sainsbury’s adspend rose by 10.1%. Outdoor was
• up by nearly 4000%, and radio and TV by 28% and 10.1%, respectively.
• Source: Nielsen Media Research