Using the Web to Your Advantage

Founder and President of e*media division, Anna Murray, discusses how retailers can be doing a better job of using the internet.

Anna Murray discusses some important things she believes brick and mortar retailers can be doing to more effectively use the web. She shares how consumers are looking online for more local information so it is critical for stores to use that to their advantage by doing such things as email marketing, updating their website to look clean and professional, and optimizing search engines. She also touches on some common mistakes that should be avoided. Finally, she offers her opinion of what percentage of a company's total advertising budget should be dedicated to the web.