Marketers 'need to concentrate on the basics'

Online marketers should to focus on the basic principles of lead generation in the current economic climate.

This, according to eMarketer, was one suggestion made at the Future of Digital Marketing conference in London.

Writing for the news source, senior analyst Karin von Abrams stated that companies have been urged to concentrate on issues such as website optimisation if they are to perform well during the recession.

"Marketers ... dogged by the recession and overwhelmed by the plethora of digital tools and channels available, need to get the essentials right," she was quoted as saying.

Ms von Abrams urged organisations to "make sure navigation and content are efficient and up-to-date and remove dead links," adding that companies need to "know what's working" on their online portal.

Firms were also told to focus on search marketing for their lead generation needs, as it remains the "lifeblood of marketing", while they were also encouraged to make better use of their budgets by "maximising coverage" in order to boost exposure and brand awareness.

Businesses may also wish to consider increasing communication between their sales and marketing departments, as Marketing Sherpa recently identified this as one area in which there is room for improvement.

Written by Julian Poulter and Copyright "Selling People 2009"