Automation 'a valuable tool in online marketing'

11:21 14th January 2010

Companies in Lancashire could boost their online marketing efforts by using automation tools, it has been suggested.

Steve Adams, vice-president of marketing for Protus, the provider of Campaigner, has stated that the use of automated software for channels including email marketing offers many benefits.

He explained that the technology and software can help level the playing field with larger rivals by allowing smaller businesses to increase the sophistication of the email marketing campaigns they use to attract new and existing customers.

Such systems were once only available to larger enterprises, he claimed, before outlining the advantages that the services can offer companies looking to boost their web-based promotions.

"Today's email marketing automation tools also allow small business to send subscribers compelling and relevant content tailored to customer needs – content that is not only targeted, but also automatically delivered at the right moment," he outlined.

Recent research by Econsultancy highlighted that a number of firms are turning to web analytics to measure the effectiveness of their online marketing.

It found that the market for such services grew by nine per cent during 2009 to an estimated value of £85 million, as companies look to measure their return on investment.

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