While some retailers are starting to realise the opportunities online marketing offers them, the sheer breadth of the tools and platforms at their disposal means they may face problems.
Big retailers begin to see the power of online marketing
While some retailers, notably those in such specialist areas as music and consumer electronics, have been moving online aggressively, many other high street names have no internet presence at all, says NMA’s editor-in-chief, Michael Nutley.
But while some retailers are starting to realise the opportunities online marketing offers them, it also illustrates one of their key problems; the sheer breadth of the tools and platforms at their disposal.
Writing for Marketing Week, Nutley suggests that any approach requires close integration of technology across sales and marketing, and a close understanding between the two of both their respective aims and of the information flows required.