The majority of marketers have not altered their marketing strategy in response to the global recession, according to new research.
Marketing automation company Eloqua found that 61 per cent of firms have the same strategies as they did prior to the recession.
Changing their approach could allow marketers to take advantage of new consumer trends and stay ahead of their competition.
For example, a focus on internet marketing could allow companies to reach new audiences who are turning to the web to make savings on products and services.
The research also shows that one-third of marketers do not know how many of their marketing leads are currently turning into buyers.
Brian Kardon, chief marketing officer at Eloqua, said: "Never before has it been more important for marketing organisations to invest in solutions that enable them to better understand and track their prospects."
According to Brand Republic, a new report from ZenithOptimedia predicts that spending on internet marketing will grow by 8.6 per cent this year.