The efficiency and effectiveness of marketing campaigns can be boosted by making more use of technology, it has been suggested.
Hostway has claimed that the potential of marketing has increased due to the advent of technology, but that the current economic climate calls for a back to basics approach.
By improving the processes used, the international hosting service believes that money can be saved in the short and long-term.
Phil Turnbull, marketing manager at Hostway, stated: "A lot of businesses should really be focusing on the basics and the key basics at this time…are getting the most out of what you've already got.
"A lot of people will be focusing on improving the processes and the techniques that they employ right now."
He added that email marketing is one way of using technology that can be extremely productive if used correctly.
An event looking at technology in this context, called Technology for Marketing and Advertising, is took place at Earls Court 2 this week.
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