Firms are increasingly looking to social networking site Twitter as a more economical means of e-marketing, according to Deborah Collier, chief strategist at e-business consultancy Echo E-Business.

Collier says: “Email marketing offers a channel to directly target subscribers, however the return on investment, particularly for smaller businesses, is still fairly low in comparison to other media channels.

The biggest email marketing value for many businesses, particularly in the B2B markets, is in relationship and brand building over a period of time, supporting the overall sales process. Now we have Twitter to do that, and it’s free.

“From restaurant bookings to product launches, Twitter has now become a de facto tool, not only for relationship building, but also sales.

“It’s important to remember, however, that it’s not what tool you use, but also why, how and when to use it. With any strategy it’s important to ensure that you are in the right place at the right time, and that your message is communicated effectively.”