Marketing efforts 'must always be authentic'

The more exposed digital environment brings with it dangers, as well as benefits, for UK firms, it has been suggested.

According to 33 Digital's report on the top ten issues in digital marketing in 2010, the dangers of a public relations disaster increase as the number of brand expression options rises.

Leon Benjamin, a social media practitioner and interim project manager, said brands must push their authenticity to develop an effective social media strategy and avoid slip-ups.

"People talk to people, not to brands," he stated, urging businesses to invest in their own email marketing and social media skills.

If firms want to create a successful marketing strategy, then it is essential to commit time and resources to the project to ensure quality and authenticity, Mr Benjamin added.

Last month, David Cole, managing director of market research firm fastMAP, claimed that email marketing techniques remain popular with consumers.

Written by Mark Hainsby