New Marketing Manager Creates High Hopes for Ecommerce Business. A leader wants the opportunity to contribute and bring success. The business expects a new look at its marketing practices and the accompanying increase in sales.
But a new employee should not start with a rush of change. Instead, you better learn the job and how it works.
There are at least seven tasks that could help a new ecommerce marketing manager during, say, the first 60 days. A new hire that accomplishes these tasks is likely to enjoy a successful relationship with the company.
Get to know the strategy
An ecommerce marketing plan should have its roots in the overall overall business strategy. A new marketing manager must understand this strategy before making any advertising or promotion decisions.
In a September 2007 Harvard Business Review article, Michael D. Watkins wrote that “business strategy is a set of guiding principles that, when communicated and adopted into an organization, generate the desired decision-making pattern. Therefore, the strategy is focused on how people throughout the organization need to make decisions and allocate resources to achieve key goals. A good strategy provides a clear roadmap, consistency of a set of guiding principles or rules that define the actions that people in the company should take (rather than take) and the things they should prioritize (rather than prioritize) in achieving the desired goals. “
The job of a new marketing manager is to align with the combat strategy. If a strategy is clearly defined by management, a new manager can help create it.
It’s much easier to market products if you know something about customers. Specifically, why would someone buy from an online store sold? Is it for pragmatic or emotional reasons? The new manager needs to know this.
Begin by reviewing the appropriate customer identification feature, if any. Review persona and customers if possible.
If these types of user data are not available, create one.
Know the product
Understanding product sales is key to negotiating and marketing their value.
For example, in 2011, I was concerned with how product knowledge affects his e-commerce description.
In the article, I mentioned a couple of Georgia brand work boots. The product description is a series of bullets, including “Goodyear Welt Repairable Design”.
I wrote, “What does it mean? Would a typical consumer shoe in the aisle style understand this? Did the person who wrote (pasted) this description – which is almost an exact copy of the description from the Georgia catalog intended for famous shoppers – understand what mean?
“In the shoe, the shoe is the material that attaches the shoe to the sole. The poor have called her ‘Goodyear’ because Charles Goodyear, Jr. invented the first wedge-making machine. “
Given this knowledge, a new manager could write a better product description.
These Georgia lumberjacks combine the best of old-world craft shoes and modern technology to get a durable work boot. Take the Goodyear vein construction. Goodyear gloves, which secure the sole of the sole to the sole, lived – in the best shoes – before George Washington was born. Advancing this classic technique, Georgia uses heavy, waxy threads that create an almost unbreakable bond.
It’s much easier to market a product once you know what makes it special.
Ecommerce marketing often requires familiarity with multiple software platforms, such as product information manager, digital asset manager, customer relationship manager, and any number of marketing automation tools.
During the first 60 days, a new marketing manager should learn how to access and use these systems.
Stakeholders for interview
The ecommerce marketing team collaborates with other departments – the procurement team, the operational staff, the customer service department. Everyone is likely to have pet needs, wants and projects.
Within the first 60 days, the new marketing manager should interview the key stakeholders in the department. The goals are to understand what is important to them and how your department can communicate.
To help, a manager might ask each person to create a strategy canvas that outlines the most important factors that influence a customer’s choice to buy the most challenging products and the degree to which a company deals with those factors.
The process will help the manager get to know his co-workers and establish his expertise.
An ecommerce company usually has key performance indicators. A new marketing manager should know what they are, how they are collected and how they are used.
The facilitator should voice questions or concerns about KPIs before their performance is measured against them.
Develop an action plan
After learning strategic strategy, understanding customers and stakeholders and analyzing KPIs, the new manager should develop a marketing action plan – a priority task list for the short term.
The action plan outlines fresh marketing ideas and steps to increase sales. It is clear how the manager will contribute and help the company grow.