CRM is 'increasingly becoming focus of advertising'

There has been a seismic shift in advertising in the last few years, according to an expert in marketing.

Nick Bampton, managing director at Viacom Brand Solutions, made his comments at the Westminster Media Forum Keynote Seminar: The Future of Advertising, where he detailed how advertising's fortunes had changed over the last few years.

He highlighted how the last 12 months has seen a dramatic year-on-year decline, which is likely to repeat this year due to the current economic downturn.

However, many people are turning to business management software such as customer relationship management, Mr Bampton asserted.

The specialist added: "What we've seen over the last 30 years is a shift of the share of marketing away from brand advertising and broadcast towards ... relationship marketing. Technology has been the catalyst for this marketing change and with every new development marketers have shifted their focus."

According to the Advertising Association's Advertising Statistics Yearbook 2009, UK advertising expenditure dropped to £18.6 billion in 2008, down four per cent year on year.

Small Business Management Software from Atlantic Global OnDemand.

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