UK firms need to focus on email marketing and techniques such as sales force automation, customer relationship management and content management systems in the current economic climate, it has been claimed.
Speaking at the Technology for Marketing and Advertising 2009 seminar, Phil Turnbull, marketing manager at Hostway, commented that there is not currently a great deal of money in the advertising sector and firms will aim to improve the processes and the techniques that they employ now.
He added: "Getting your email marketing right - getting the right platform for that, making sure that your emails are targeted and relevant - are the two main achievements, are the two main goals which they have to focus on."
Mr Turnbull went on to say marketers should ensure that their plans are tracked and served reliably, with a platform appropriate to the application which is driving that marketing campaign.
According to digital agency Design UK, online marketers and advertisers now need the most advanced tools in order to deliver campaigns which will stand up globally under fluctuating traffic.