Essential tasks for a new e-commerce marketing manager


New Marketing Director Creates High Hopes For An Ecommerce Business. The manager wants an opportunity to contribute and bring success. The company expects a fresh look at its marketing practices and a concomitant increase in sales.

But the new hire usually shouldn’t start with a flurry of change. Instead, it’s best to learn about the business and how it works.

There are at least seven tasks that could help a new ecommerce marketer for, say, the first 60 days. A new hire who tackles these tasks is likely to benefit from a successful relationship with the company.

Performance in the first 60 days can set up an ecommerce marketer for long-term success.

Understand the strategy

An ecommerce marketing plan should have its roots in the overall business strategy of the company. A new marketer should understand this strategy before making advertising and promotional decisions.

In a September 2007 Harvard Business Review article, Michael D. Watkins wrote that “a business strategy is a set of guiding principles that, when communicated and adopted across the organization, generate a desired pattern of making. decision-making. A strategy, therefore, is about how people across the organization should make decisions and allocate resources to achieve key objectives. A good strategy provides a clear roadmap, made up of a set of guiding principles or rules that define the actions people in the company should take (and not take) and the things they should prioritize (and not prioritize) to achieve the desired objectives.

The first job of a new marketing manager is to align with company strategy. If management has not clearly defined a strategy, a new manager can help create one.

Understanding Customers

It is much easier to market products if you know something about buyers. In particular, why would someone buy from the company’s online store? Is it for pragmatic or emotional reasons? The new manager must know.

Start by reviewing the company’s customer identification work, if it exists. Review buyer personalities and customer profiles, if possible.

If this type of customer information is not available, create it.

Know the product

Understanding the company’s products is essential to communicate and market their value.

For example, in 2011, I discussed the impact of product knowledge on its ecommerce description.

In the article, I mentioned a pair of Georgia brand work boots. The product description is a series of bullet points including “Repairable Goodyear Welt Construction”.

Product description includes "Repairable Goodyear Welt construction." Many consumers will not understand this term.

Product description includes “Repairable Welt Goodyear Construction”. Many consumers will not understand this term.

I wrote, “What does this mean? Would the typical consumer who buys lumberjack type boots understand this? Does the person who wrote (pasted) this description – which is almost an exact copy of the Georgia catalog description intended for discerning shoe buyers – understand what this means?

“In shoemaking, a welt is a piece of material that attaches the upper part of the shoe to the sole. This is called a “Goodyear Piping” because Charles Goodyear, Jr. invented the first piping machine.

Given this knowledge, a new manager might write a better product description.

These Georgian lumberjacks combine the best of old world artisan shoemaking and modern technology to give you a work boot that lasts. Take the Goodyear sewn construction. Goodyear welts, which secure the boot’s upper to its sole, have been around – in the best shoes – since before George Washington was born. Improving this classic technique, Georgia uses heavy-duty waxed threads that create an almost unbreakable bond.

It is much easier to market a product once you know what makes it special.

Learn systems

Ecommerce marketing often requires familiarity with multiple software platforms, such as a product information manager, digital asset manager, customer relationship manager, and a number of marketing tools. marketing automation.

In their first 60 days, a new marketer should learn how to access and use these systems.

Interview stakeholders

The marketing team of an e-commerce company works with other departments: the purchasing team, operations managers, customer service. Everyone will likely have needs, wants and favorite projects.

During the first 60 days, a new marketing manager should interview key stakeholders in the department. The goals are to understand what is important to them and how your department can interact.

To help, the manager can ask each person to create a strategic outline showing the most important factors affecting a customer’s choice to buy the company’s products and the extent to which the company is addressing these. factors.

The process will help the manager get to know his colleagues and establish his expertise.

Analyze KPIs

An ecommerce business will typically have key performance indicators. A new marketer needs to know what they are, how they are collected and how they are used.

The manager should express any questions or concerns about the KPIs before his performance is measured against them.

Develop an action plan

After learning the company’s strategy, understanding customers and stakeholders, and analyzing KPIs, the new manager should create a marketing action plan – a list of short-term priority tasks.

The action plan outlines new marketing ideas and steps to drive sales. It clearly indicates how the manager will contribute and help the business grow.


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