Whoever does your Marketing - They should be Tasked to Demonstrably Measure what they Achieve

Technology will provide a great way for marketers to track how effective their campaigns are after the recession, it has been predicted.

Better systems and solutions will be needed to ensure this is as effective as possible, noted Darren Dutton, business director at Marketing.co.uk.

He told delegates at this year's Technology For Marketing & Advertising event that analysis may well provide the key to the future of the sector.

He claimed that business directors will "apply a bit more pressure to marketers, maybe analysing where they are spending their budgets and what they're actually getting back from them" over the coming months.

Having the assurance that a return on investment is being created from a marketing campaign is crucial, Mr Dutton suggested, so there will likely be a greater focus on this.

He continued: "Marketers are out here now seeking the next big thing and they can go back and improve their marketing campaigns and performance."

Certain software may therefore emerge in the near future, he predicted, which in turn will give managers access to the sort of information they demand.

His comments follow findings from the Chief Marketing Officer Council which show 62 per cent of firms are looking to customer data to improve segmentation and targeting.