As a generation of online customers become increasingly familiar with virtualisation technology, companies will need to provide managed services such as social applications, it has been claimed.
Research carried out by IT industry analyst Gartner suggests that by 2010 more than 60 percent of Fortune 1,000 companies with a website will connect to or host some form of online community that can be utilised for customer relationship on demand purposes.
Adam Sarner, principal research analyst at the company, said establishing online communities can enable organisations to gain more information about its client base.
"Data can be collected and used for product development, customer feedback, loyalty management, customer segmentation, campaign targeting and individual or group customer satisfaction management," he added.
Last week, IT solutions provider Campaigner claimed email marketing can offer organisations "incredible" levels of cost-effectiveness and high returns on investment.
Head of marketing at the group Luc Vezina added that consumers are increasingly likely to spend longer online looking for the best prices in the current uncertain economic climate.