By\u00a0Al Keck, the managing director of online retail specialists, Toinfinity.\r\n\r\n\r\n\r\n1)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Analyse your data\u00a0\u2013 Know your numbers, online marketing is accountable to return on investment (ROI). Make sure your online channel is delivering a positive contribution to the business.\r\n\r\n\r\n\r\n2)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Know your customer base\u00a0- Who are they, where do they shop and whatever their interests target them accordingly.\r\n\r\n3)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Track, track, track\u00a0- Make sure you have tracking in place (Google analytics or similar) across all marketing channels and across the website.\r\n\r\n4)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Use A\/B testing\u00a0- Never assume that your opinion is correct, always A\/B test copy, designs, landing pages etc. to see what your customer responds to.\r\n\r\n5)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Optimise for mobile\u00a0- So many people are dual screening that mobile is becoming an increasingly popular way to view emails and shop on the run. \u00a0Understand the engagement from mobile devices to your website and make the customer journey as seamless as possible.\r\n\r\n6)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Use Pay Per Click\u00a0(PPC) advertising - Avoid broad match keywords in order to improve targeting and relevance and reduce costs.\r\n\r\n7)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Content is king\u00a0- Make sure you\u2019re regularly publishing fresh and engaging content in excess of 350 keywords, remember to make it relevant to your customers and avoid keyword stuffing at all costs.\r\n\r\n8)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Create a robust website\u00a0- Make sure your site is technically sound, regularly monitor Google and Bing webmaster tools in order to ensure you are on top of any errors or duplicate content.\r\n\r\n9)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Concentrate efforts\u00a0- If budget is limited make sure you focus on one or two channels and make them work hard for you. Start with PPC and search engine optimisation (SEO) as search engines are the place that people are actively searching for your products and brand.\r\n\r\n10)\u00a0\u00a0Customer reviews\u00a0- Don't underestimate the power of a customer reviews, they can help your customers make informed decisions on their purchase, provide quality control feedback to your buying team and also, if collected through the right partner, can provide a star rating and cost saving on PPC. They also help increase conversion rate of new customers to your brand as there is great trust to sites with independent reviews.