Firms about to undertake a festive marketing campaign have been advised to keep a close eye on its progress.
Jack Wallington, programmes manager for the Internet Advertising Bureau, has told businesses considering focusing their efforts on the web to be ready to chop and change if need be.
Mr Wallington was talking in the wake of figures from the Constant Contact Annual Small Business Holiday Survey which showed that 41 per cent of firms quizzed see email marketing having the biggest effect on sales, followed by direct mail, which took an 11 per cent share.
He said: “They [businesses] really need to look at their campaigns on a daily basis; monitoring its success and adjusting it as they go along.
“Once a display campaign is running that isn’t the end of the story, for the next couple of weeks you can, within minutes, adapt your campaign.”