Retailers are jumping the bandwagon from traditional media methods as the online marketing platform provides clearer metrics and easier understanding of consumer behaviour.
Adobe group marketing manager, Calum Russell, said the recipe of success for operating an online platform lay in customer tracking and adhering to the three pillars of the digital world – creating the content, online marketing and customer experience management.
“[Retailers] need to understand how people are interacting with their online properties, what they are using and what is working for them,” he said.
Russell added that retailers didn't need an online store to drive online marketing.
“They have to do it as a side project; an extension of what they do as it is not feasible for most companies that have traditional retail methods to go 100 per cent online” he said.
According to Russell, another challenge is maintaining both traditional and online retail arenas.
Although online is a big growth area, local retailers have to first work out strategies in responding to customer demands and industry changes and assess if having an online avenue is cannibalising their physical market or tapping into new ventures.
Adobe’s online marketing suite allows businesses to obtain and analyse consumer behaviour information and tailor their online marketing methods to meet specific business requirements.