Don't cut back on marketing

The last thing that businesses should currently be looking at cutting back on is digital marketing - where techniques may include search engine optimisation or pay per click - one sector commentator has claimed.

At a recent seminar at the Business Startup show titled An Introduction to Digital Marketing, Andy Cummins, managing director of CJV Digital, said that it was the firms which increased their advertising and marketing campaigns that would end up being stronger.

"Businesses are not positioning themselves to accept enquiries through [digital communications] tools the consumer is using on a daily basis," he explained.

Mr Cummins added that the internet meant companies could now be open 24 hours a day, seven days a week, through automated distribution with a data capture database.

According to Eloqua's survey of marketing managers, 60 per cent of companies plan to move away from traditional marketing activities - such as direct mailers and brochures - to digital activities in order to be greener.

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