Marketing budgets are set to remain flat this year despite the worldwide economy pulling back out of recession.
The prediction that the budgetary screws will remain tightly turned on marketing departments comes from Gartner, which expects 90% of companies to keep sp-ending flat in 2010.
During the downturn marketing managers have come under more pressure to link campaigns and activities to demonstrative ROI and that is set to continue.
"As a result, marketing organisations will need to automate operational processes and learn how to leverage technology to measure areas previously left unmeasured," said Kimberly Collins, managing vice president at Gartner.
She added that one of the repercussions would be greater use of technology to manage and control marketing campaigns.
Gartner has also forecast a growth in social networking being used as a CRM tool by marketing departments looking to increase and improve the communication with customers.
The analyst house expects Facebook will be the primary platform used in most countries and those in marketing departments will have to narrow their online focus to concentrate on the three or four main social networking platforms.