Matt Bullock
16 January 2012
In an interview with Marketing Magazine, Drayton Bird, marketing expert and publisher, said he is teaching marketing students to introduce products and services online to reach more consumers. Short-minded marketers are missing out on all the advantages and options the ecommerce and mcommerce industry has to offer retailers, he warned.
According to Bird, marketers should focus on digital campaigns that produce high return on investment. Rather than sending out as many messages as possible, retailers should use online tools and resources to create unique messages for specific consumers who have a high purchasing potential.
"Many (retailers) have switched more and more online," said Bird. "Eighty percent of my work and 95 percent of my own promotion is now online."
Alpaca Panache is one of the Australian retailers to most recently adopt a strategy like the one Bird advocated. The clothing retailer recently launched its ecommerce site, making its unique items available to consumers throughout Australia and overseas. The website features clothing, household items, rugs and blankets made with alpaca fleece, which is comparable to cashmere in its softness and luxury. Customers can browse the gallery of items from the online store and purchase at their convenience.
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