Ever since the first e-commerce website appeared, manufacturers have been smitten with the idea of transacting directly with consumers in the digital realm. However, some of their early attempts at online retailing offered poor customer experiences and didn't support their relationships with retailers. These days it's a different story.
New marketing vehicles such as the iPad bring cross-channel retailers innovative ways to reach consumers. But they also complicate life, making it a challenge to get a clear picture of which marketing activities are driving the most traffic to a website.