Driving e-commerce traffic: online may not be the best way
Amanda Ling
Current hype and the rapidity with which communication tools and channels have changed over the past decade have had an enormous impact on traditional marketing methods. While marketers are still reaping rewards from their use of traditional media, the general mood is one of transition: increasing media fragmentation has rightly been met with the formulation of new strategies of channel alignment.
The speedy development of e-commerce is a paradigm for this type of channel development: online retail sales currently account for 5% of total UK retail sales, with...