Retailers no longer just launch a TV advert. Retail marketing is now supported by social media, with dedicated hashtags, videos and targeted campaigns ramping up the excitement about a new product.

Essential Retail goes into detail about what retailers are doing to engage with digitally-minded customers and how this helps them to convert sales.

Listen to editor of Essential Retail, Ben Sillitoe, and editor of Essential eCommerce, Caroline Baldwin, discuss how retailers are using social media to ramp up their digital marketing and increase conversion.