Latest figures published in Marketing Week magazine report that 72% of marketers agree that there has been a fundamental shift in consumers’ behaviour and spending patterns since the start of the recession.

Although these figures at first glance can seem daunting for small businesses to adapt to , the opportunities are huge. We are far better placed to adjust to changing behaviour of the consumer by fully utilising and benefitting from online marketing tools. Businesses and individuals have never had access to such an array of low cost marketing tools that produce measurable results.

Communication and marketing channels such as websites allow businesses to be much more customer centric, becoming more relevant and being able to adapt fast is highly important, online channels make this possible. Email newsletters are a great cost effective way of communicating tailored messages to particular target groups and sectors. Social networking sites should be used to continually engage with customers and prospects. The added benefit of these online marketing strategies is they can all be ‘measured’ for effectiveness and ROI, and if something is not as effective as you thought it would be – you can act fast.