One of the most effective approaches to such transformation is focusing on social networking, search and engagement Diane Mermigas, editor-at-large at MediaPost, says that if marketers want to tap into the promise of new technology during this economic downturn they need ti redefine relations with target consumers by mining analytics for a deeper understanding of who they are and how they behave. While offline retail predictions are bleak, The State of Retailing Online 2008 shows that online sales are expected to exceed $200 billion - a 17 percent increase over last year. The sales categories expected to do the best include apparel, with $26.6 billion, computers at $23.9 billion, and autos at $19.3 billion. "Online retailers are not immune to the current economic climate," said Scott Silverman, executive director of Shop.org. "But the fact that online sales will increase substantially this year demonstrates the resilience of the channel and is a testament to the value and convenience most customers find when shopping online." Learning how to tap into an engaged audience bound by common interests and zealously sharing insights and information is one of the hidden e-commerce jewels of the digital age, says Mermigas. There are many articles about how advertisers can take advantage of the growth of social networking and social news sites. But it is just as rewarding for PR content, if you learn to do it right. | 
