As online shopping grows, how can we increase the impact of our web activity?

 Eribé Knitwear Design sells quality knitwear to a global audience via retailers, catalogues and websites (business to business), and needs to improve its understanding of its end-consumers to decide if it’s worth holding stock. Shona Forrester, design and sales manager at the company, asks our panel of experts for help with digital marketing activity.

The experts – Judith McLelland, brand consultant at Royal Mail, Chris Underwood, head honcho at Smooth Branding, and Nate Elliott, director of European marketing, advertising and commerce at  Jupiter Research – offer timely advice for the company as it prepares to renovate its website. They explore various options, from using low-cost advertising, such as search engine optimisation (SEO), to sourcing a mail-order company with a reliable delivery service that's willing to market the knitwear under the Eribé brand name.