Marketers are likely to increasingly turn to digital methods to gauge the success of email marketing and other campaigns.

Business director at Darren Dutton argued that company leaders are likely to increase the pressure on marketers to show how their campaigns are performing.

He noted that marketing professional are likely to be looking for new methods to gauge the success of email leads and other campaigns as they seek to make a quick recovery from the recession.

“They are probably looking for better systems or solutions, to give them a better return on investment or a better way of actually tracking what campaigns are doing,” Mr Dutton, who was speaking at this year’s Technology for Marketing & Advertising event, said.

A recent report from the Chief Marketing Officer Council revealed that investing in digital demand generation is one of the key initiatives being taken this year to boost the value of marketing projects.