Marketers should remain focused throughout the economic downturn and must continue to promote products and services during 2009, according to Alterian.

The integrated marketing platform provider has produced its annual forecast, which urges those in the marketing industry to deliver campaigns in a smart way so that customers receive a demonstrable return on their investment.

In addition, Alterian's 'Marketing: the Year Ahead' study suggested that firms need to make more effective use of the channels available to them - particularly online, which is a fast growing market.

David Eldridge, chief executive of Alterian, believes businesses need to make their marketing budgets work harder for them.

He said: "In previous downturns the firms that have continued to market and sell themselves have generally prospered, so businesses should bear this in mind and get every last drop of value from their budgets."

Earlier this week, ZenithOptimedia predicted that TV advertising spending is likely to continue to decrease until 2012.

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