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1. Extend prospect and customer base. Your brand and offering can reach a larger prospect base than it might through traditional media due to social media’s strong audience numbers, especially on sites like Facebook.

2. Support entire purchase process. While some media formats focus on  intent initiation and conversion-to-purchase, social media provides useful information at every step of the buying cycle including: need initiation and research, engagement, purchase, post-sales support including returns and additional product purchase, and advocacy.

No retailer can afford to be without a website these days, but what are the must-haves and what are the costly fripperies that won’t improve your bottom line?

When a retailer says that 90 per cent of its store customers have been on its website before coming to a shop to make a purchase, it’s clear the online channel must be providing a competitive advantage.

That retailer, Evans Cycles, makes regular improvements to its site – which raises the question, what does a modern website need to do to maximise sales conversion across all channels?

Social networking, also referred to as social media, encompasses many Internet-based tools that make it easier for people to listen, interact, engage and collaborate with each other. Social networking platforms such as Facebook, MySpace, YouTube, LinkedIn, Twitter, blogs, message boards, Wikipedia and countless others are catching on like wildfire.
People use social networking to share recipes, photos, ideas and to keep friends updated on our lives. In many cases, you can use social networking tools from mobile devices, such as Blackberries and iPhones, as easily as from a PC or Mac. By its very nature, social networking is interactive.

You can tell anyone (that you want to talk to, and that wants to listen to you) anything about your opinions and experiences—and vice versa--through blogs, Facebook pages, videos and even 140 character messages called tweets.

You can also build communities based on common interests, causes and concerns. While we don’t have room to discuss all of the social networking sites, here’s a sampler to help you get your head around today’s most popular social networking tools:

Social media is growing increasingly important in online advertising campaigns, with 72% of marketers planning to invest in the sector this year, according to a survey from the Marketing Executives Networking Group.

For the first time, mobile marketing and social media have made it into the top 10 most-important marketing concepts. However, despite the sector’s importance, 'social media',

'Twitter' and 'social networking' are the top three buzzwords marketing execs are most tired of hearing.