Christmas 2008 is due to be a make-or-break season for many firms, meaning that marketing is "critical", it has been noted.
Rosabel Tao makes her comments to online resource JCK Online, recommending that brand marketers look to test techniques they may have not considered before in order to tackle rising inflation, gas prices and falling consumer confidence.
She adds that technology can take the complexity and cost out of the advertising process.
"Online advertising is another highly effective and cost-efficient way of marketing your business," Ms Tao explains, noting that web-based options include search engine marketing, online directory submission and web-based video.
In addition, she notes that traditional advertising strategies – such as direct mail and email newsletters – can also drive awareness up during the holiday period.
Meanwhile, a study carried out by Enquio Research and commissioned by search engine giant Google recently noted that adverts which are relevant to the content of a site affect users more positively than those which are not.