Online marketing: tips to convert media buzz into bottom line

The fashion market is extremely competitive, which is why brands go to great lengths to increase their visibility. Just think of the labels participating in fashion weeks, for example -- while costs vary, it is undeniable taking part in them is a considerable investment in media buzz. But does extra publicity always translate into more sales? Not necessarily, according to Russ Powell, Head of Marketing at Search Marketing Consulting Firm Red Hot Penny. He argues that media buzz doesn’t last as long as it used to in the age of social media, when trending topics succeed each other at short intervals. To get the most out of waves of extra attention, brands must have a smart online strategy. FashionUnited invited him to share a few tips on how to convert media buzz into bottom line.