| Retailers Who Ignore Online Will Perish Says Expert
By Branko Miletic | Monday | 14/04/2008
Retailers ignore new media and marketing channels at their peril, in an age where print and television advertising is failing to fully engage shoppers, said Alan Rutherford, CEO of Digitas Global at The World Retail Congress in Spain last week.
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"There has been a fundamental revolution in people's media behaviour. Traditional advertising is finding it difficult to engage audiences. There is now a different relationship between the advertiser and the consumer", claims Rutherford. Rutherford said more than 86 per cent of the world's internet users bought online last year. The average online shopper bought 14 times in the past year and traffic to retailer sites from online social networks was 40 per cent up over the same period. "Brands relying on traditional models of advertising are destined to fail over time," he said.
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