Smaller businesses may have need for IT contractors as a marketing trade association says that digital and social media campaigns are the future of the industry.

Marketing in this way is "definitely becoming mainstream" according to the Direct Marketing Association (DMA), which itself is getting involved in digital marketing.

The DMA's comments come in light of figures from marketing software solutions company Unica, which indicates that nearly half of all marketers are already using social media in their campaigns.

Another quarter of those surveyed by the company said they would be embracing social media campaigns within the next 12 months.

Paul McNulty, chief marketing officer at Unica, said that marketing is becoming "more immediate, more personal, more social, and more engaging".

"I would certainly say that they are definitely becoming mainstream. You'll come across social media campaigns all the time," said Kevin Dendy, commercial director at the DMA.

However, the best marketing campaigns will always be across multiple channels, featuring social media, direct marketing and digital media working together, Mr Dendy added.