Online Marketing: Converting new challenges into new opportunities

Today’s online marketers must be Jacks and Jills of many trades. Besides keeping up with the ever-changing worlds of e-mail and paid search marketing, they must be able to engage consumers on social networks like Facebook and Twitter, and they must master the art of reaching—but not annoying—shoppers via the increasingly sophisticated mobile phones many consumers carry.

The challenge for retailers is to create campaigns specific to each marketing channel that conveys the retailer’s key message, and, more importantly, creates value for the potential customer, without turning them off or peppering them with the same message sent in different ways.

Read the full article on Internet Retailer