There was a time when the importance of the online media versus the retail was a very argued issue. Everything pointed towards ecommerce would overcome traditional shops. The new media detractors would argue things like consumer experience or inmediate buy as key issues.
As a brand or advertiser, sometimes it's hard to avoid technicalities. This is more remarkable in the case of fashion industry; an industry in which whilst marketers refer to a certain garment as "guipure kaftan" users just call it "lace dress".