Internet business has changed to meet the demands and expectations of the growing numbers of online shoppers, shifting their pounds from the high street to the internet.

But with many high street stores now offering the same prices as their online counterparts, the internet is no longer always cheaper.

Let’s take a look at how online stores can launch an offline presence to continue the trend of growing numbers of online shoppers, now that price is no longer a stark differentiator.

Web to high street
Taking a successful online operation to the high street seems to be a key move for fashion websites. Other sectors must follow surely?

Newspaper websites have come a long way.

There was a time when they were merely token presences, but they all now seem to be adhering to the ‘the more content the better’ motto. (see Jemima Kiss article on Mirror.co.uk revamp).

There’s been much talk in meedja circles about UKTV’s rebrands for three of its main channels, UKTV Gold (GOLD), UKTV Gold+1 (Watch) and UKTV Drama (Alibi), but little mention of how the brands will work online.

All three channels quite rightfully have unique identities, although I do think UKTV should have stuck to the formula of having an overall brand feel so viewers know the channels belong to the same family.

I say that with my online marketing head on as that strategy would have allowed UKTV to offer a marketable web presence which houses content to complements the programmes, video on demand and community features.

When I asked TechCrunch UK & Ireland’s Mike Butcher about start-up names, he made a very good point that most English language domain names have gone.

This has led to a flurry of dot coms with alternative – or misspelt – names.

Digg
Alternative for: Dig

Reevoo
Alternative for: Review

This week Emma Jones from home working website Enterprise Nation asked me “When marketing an online brand, should all marketing stay online?”.

See my response on the Enterprise Nation website.

Editor of the TechCrunch UK & Ireland website, Mike Butcher has seen many start-ups come and go.

In this interview Mike reveals the most unforgettable start-up name he has come across and reveals which dot.com he would have conceived if he could go back in time!

Today was the Drapers online fashion conference at the Radisson Edwardian hotel in Mayfair.

As an online marketer having worked on fashion websites, one of the most surprising comments I heard was from Nick Robertson of ASOS who said “nobody searches for ‘black frilly dress’ [in Google]”.

Read my article ‘Five online fashion stores for Mary Portas’s shopping tribes’ on Drapers.

This is the search results page for ‘Amy Winehouse’. There’s isn’t yet one mention of the controversial race filled chant video in the main listings, will this change?

Author of 12 books and an expert on everything to do with branding, Jonathan Gabay is one of the most respected names in the world of marketing.

This week I spoke to Jonathan about the re-launching of our favourite chocolate brands, how internet only players can compete with established names online and managing online reputation.

So what does Jonathan think about the return of Snickers and how the internet changes PR techniques? Click the link below to find out.

Read my article ‘How Asda’s George clothing will succeed online’ on Drapers.

Britain’s Got Talent may have beat I’d Do Anything in the Saturday night ratings battle, but which of the show’s star is being talked about most online?

I’ve analysed the online mentions of Jodie Prenger and George Sampson to see which of the two has the highest online profile.

If you search for something positive [smiling] you get positive results.

If you search for the negative [crime] you get negative results.

Read my article ‘the online fashion trust factor’ on Drapers.

Coleen McLoughlin, fiancée of Wayne Rooney, is one of many footballers wives and girlfriends who shot to fame because of their partner’s status on the pitch. She’s estimated to be worth £5m in her own right, thanks to her high profile and clever brand building.

Coleen’s brand has taken the fashion, style and beauty route. Last year she earned millions being the face of Asda’s clothing range, writing a weekly column in Closer magazine, presenting her own TV show and launching a perfume.

But how does Coleen’s web presence help to communicate the brand message?