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Implementing technology in marketing campaigns is essential for enterprises looking to recover from the economic downturn, the Direct Marketing Association (DMA) has said.
Kevin Dendy, commercial director at the DMA, said that utilising tools such as website marketing and social media applications was "an absolute must" for companies looking to recover from the recession.
"Nowadays, if you don't have technology you're not going to move with the times," Mr Dendy said, explaining that website marketing (http://www.mediarunsearch.co.uk/
"It's amazing what you can do now that you couldn't do ten years ago," he added.
Speaking at the Technology for Marketing & Advertising (TFM&A) 2010 event, which took place this week in London, Mr Dendy said: "You need to fully integrate technologies - it's an absolute must and key to driving forward in future."
Aimed at professionals working in website promotion, direct marketing and brand management, the TFM&A claims to be the UK's only integrated marketing and advertising event.
This year featured ten keynote sessions from industry experts including Google, Facebook, YouTube and Gyro:HSR as well as exhibitions from leading suppliers of data and digital and direct solutions.
According to a study carried out by ITV and the DMA earlier this year, there is a direct correlation between the use of website promotion and television advertising to drive a greater response to marketing.
The separate research suggested that multimedia campaigns typically resulted in significantly higher response rates among UK consumers than single channel campaigns.
For example, consumer response rates improved by 143 per cent when both website marketing and television advertising were used together.
Virgin Media is one of the latest high-profile firms to giving its creative, direct and website marketing agencies an overhaul in an effort to develop a more integrated approach to its communications.
After inviting its current list of prestigious advertising agencies to re-pitch, the company said it was evaluating "the benefits of integrating its approach across advertising, direct and digital campaigns".
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