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Outlook 2013: Internet retail marketing involves time and creativity

Amanda Bianconi, marketing coordinator for Piper Boutique, a clothing store in downtown Saratoga Springs. It’s a full-time job creating “brand awareness,” she said.
Photographer: Peter R. Barber
Amanda Bianconi, marketing coordinator for Piper Boutique, a clothing store in downtown Saratoga Springs. It’s a full-time job creating “brand awareness,” she said.
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Selling retail isn’t as easy as simply opening a storefront anymore. Small-business owners are turning to social media and Internet resources to draw in customers. But they’re finding that it takes much more than just a few spare minutes. At Piper Boutique, a clothing store in downtown Saratoga Springs, Amanda Bianconi was hired to be the full-time marketing coordinator last fall. She updates the company’s Facebook account five to seven times a day, responds to ...

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