“If you do things in a measured, calculated way, you can take risks” says Not On The High Street marketing director Ben Carter

Carter shared his views around digital and the opportunities it presents to marketeers and said the great thing about it is that you can really hone and tailor targeting capabilities.

“If you look at what’s coming out of Facebook and Twitter, Facebook have got custom audiences where you can now upload your customer database into Facebook. You can find your customers on Facebook who aren’t already your fans, but more importantly you can find people who are very similar to your customers on Facebook – so look-a-like audiences and attract those to your business.”

He added that Twitter’s method of conversion tracking is really working as a sales channel for the online retailer and that the social media site’s tailored audiences help Not On The High Street to find customers.

Speaking about entering the right digital spaces for brands, Carter said Digital is a “crucial part” of the marketing mix and sometimes brands forget what their consumers are doing digitally.

“Digital for really young people, digital for people our age and digital for people older than us is a very different thing, so there’s an in between. I think you need to choose what is right for your brand; you need to make sure the spaces you’re playing in as a brand and the spaces you’re talking in are right for your brand, but I think ultimately it’s about not being afraid to try things.”

Also speaking at Digital Convergence was the National Trust's head of digital, Howard Scott revealed the growing importance of mobile traffic to the charity, and its plans to adapt in order to meet that growth.