New technologies can help businesses around the globe to reduce their marketing spend, according to the Chartered Institute of Marketing (CIM).
The organization has launched a new white paper designed to help marketers to invest in new technologies which can improve customer response and could prompt interest in address software.
Utilizing new technology is a "great way" of reducing marketing spending while "continuing to communicate during a downturn", the CIM claims.
Thomas Brown, research projects manager at the CIM, said: "Look at how technology can replace forms of direct marketing or look at how it can be coupled with it to augment communications but test this first."
Firms do need to be sensible about the amount of e-communications they send to consumers, he warned however.
The Internet Advertising Bureau Adspend Study, conducted in partnership with PricewaterhouseCoopers, recently showed the market was up 17 per cent year-on-year during 2008.