Businesses in the IT sector wanting to make the most out of their advertising campaigns should ensure they are as efficient as possible during the recession, says one expert.

Phil Turnbull, the marketing manager for international hosting company Hostway, told delegates at Technology for Marketing & Advertising in Earl's Court this week that businesses must revert to the basics when making their product appeal to the masses.

IT support executives were told that the best way to advertise their product was to use the one most widely available and applicable to them, highlighting the possible use of internet marketing.

Mr Turnbull continued: "Talking about more general marketing in the main, then making sure that it's all tracked, making sure that it's served reliably ... making sure that the platform is appropriate to the application which is driving that marketing campaign."

Among the attendees at the conference were businesses in the fields of direct marketing, digital marketing, brand management and advertising.

More than half of small businesses (53 per cent) believe that the most important benefit of outsourcing is guaranteed response times for IT support. London-based Connect conducted the research in 2007.