Technology for people working in website marketing is developing at "breakneck speed" one industry expert has said.

Leading business-to-business Serach engine optimisation specialist Rick Segal has claimed that the speed and expansiveness of technology advances in website marketing is what helps the sector to remain competitive.

Speaking at the Technology for Marketing & Advertising (TFM&A) event 2010, which took place recently in London, Mr Segal said it was innovation that kept people working in website promotion engaged.
"The great thing about a conference like this is just how much this year is brand new compared to last year and the year before," he said, adding, "in this field, the pace of technology, the pace of innovation, is at a breakneck speed."

Mr Segal said that the pace and breadth of improvements being offered by marketing technology providers engages and challenges marketers.

A recent survey by Alterian explored the extent to which businesses integrate marketing technologies across their organisation.

The survey revealed that 66 per cent of respondents planned to invest in social media marketing (SMM) in the next 12 months.

Over half said they were placing a 'fair' or 'significant' amount of effort on moving from a campaign-centric direct marketing model towards multi-channel customer engagement.

However, just over 40 per cent said they did not incorporate clickstream and web analytics data into their customer and email database.

Search engine optimisation specialist Nathan McDonald recently noted that an increasing number of people working in website promotion were beginning to wake up to the benefits of social media, particularly Twitter.

However, he stressed the importance of integrating social media campaigns with other website marketing ventures in order to maximise their potential.