Digital marketing technology 'a must' for recession recovery

14:00 1st March 2010

Using technology in their digital marketing campaigns has been described as "an absolute must" in order for companies to survive the impact of the UK's recession.

Kevin Dendy, commercial director at the Direct Marketing Association, speaking at Technology For Marketing & Advertising 2010, said that direct marketing could move forward by using technology.

"Nowadays, if you don't have technology you're not going to move with the times," he commented.

Mr Dendy explained that traditional marketing needed to adapt to the changing environment of the internet in order for their campaigns to stay relevant.

He said that companies using email marketing needed to take the next step and to use direct mail pieces, as well as the more traditional methods of reaching potential consumers.

"You need to fully integrate technologies – it's an absolute must and absolutely key to driving forward in future," he added.

Research by the Direct Marketing Association and commercial television broadcaster ITV found that if digital media was used in conjunction with television advertising, campaigns tended to be more successful.

The findings suggested that implementing social media into digital marketing campaigns, along with more traditional tactics such as using the press and television to place paid advertisements, could produce good results for companies and enable them to grow.