IT 'reduces ad spend'
Technology can help reduce organisations' marketing budgets but any changes should first be tested, an expert has suggested.
Thomas Brown, research projects manager at the Chartered Institute of Marketing (CIM), pointed out how IT has been 'changing the face of marketing' in recent years.
He added that businesses considering shifting their marketing strategies to the web should first do this on a trial basis before the completely go online.
Read the rest of the article here.