What Exactly Is E-Commerce?

by - June 13th, 2018 - Business Acumen, College Knowledge

what is digital marketing

Marketing Career Focus: E-Commerce

The Career Focus posts will cover a specific track or specialty track within the MS in Marketing degree program that can lead to the acquisition of many, if not all, the skills needed to successfully enter the career under discussion.

What does an e-commerce manager do?

A person managing online sales for a brand or retailer has multiple responsibilities. These professionals are responsible for online brand sales and the maintenance of a consistent image and message on the internet, particularly on the company’s website. They must know graphics and may manage teams of other designers. Beyond these basics, it is essential for these managers to also have a strong understanding of the web analytics software that tracks the success of a website.

Visit the MS in Marketing Digital Advertising and Marketing specialty track for more information here.

Average years of experience and salary average

The salary range for a manager with three years of experience starts at a higher level: $70,000 to $110,000. Three years of experience seems to be the threshold required for mid-managerial level. Other disciplines such as SEO, PPC, email and web analytics come together along with merchandising with this level of experience.

What is the size of the e-commerce job market?

“E-commerce marketing” keywords return 40,085 jobs results in an Indeed.com job search. If e-commerce” is used as part of a job title, then the yield is 8,183 jobs.

Typical job description (from a Sanrio Inc. posting for “E-commerce and Online Marketing Manager”)

  • Plan and execute all web, SEO/SEM, email, social media, display and retargeting advertising
  • Identify and implement SEO optimization recommendations in partnership with in-house Web Developer and third-party Web Development team.
  • Manage SEM efforts using digital metrics (e.g., site traffic, visitor paths, conversion rates) to optimize online marketing
  • Manage email marketing efforts including creative direction, copywriting, promotion and segmentation to increase open and response
  • Manage Sanrio Online Store social media efforts (Facebook page, Sanrio and Hello Kitty Pinterest) as it relates to E-commerce efforts while maintaining a balance between advertising and authentic engagement. Regularly check comments and posts on existing Sanrio social channels to identify any potential customer service
  • Provide regular reporting (weekly, monthly) of insights and analytics of all marketing efforts and site metrics KPIs (sessions, visitors, bounce rates, ).

Requirements

  • Experience with Google AdWords, Online Marketing Tracking Tools (e.g., MOZ), Google Analytics, Social Media
  • Excellent written and verbal communication skills and experienced with writing/developing copy and content that tells a story and engages readers/viewers. Experience with managing people and multifaceted

Experience required

  • Online marketing (SEO, SEM/PPC, Content, Affiliates): 3 years

Typical job description

(from Marketing and e-Commerce Manager – Waldorf Astoria Park City, Utah)

As a Marketing and e-Commerce Manager you will be working with the Director of Public Relations and the Director of Sales and Marketing. The responsibilities for this role include proposing and executing marketing and e-Commerce plans that promote revenue growth generation among key customer segments and support the hotel’s brand positioning and image. This includes leveraging and executing marketing and e-Commerce strategies in partnership with appropriate corporate and regional team members, as well as various hotel departments to achieve revenue growth goals.

Executes and tracks performance for internal and external marketing campaigns, promotions, advertising, and websites. The position also act as a liaison between the hotel and Hilton marketing support, outside agencies and contracted vendors/service providers as determined by the hotel Director of Public Relations. Practices overall project management and ensures the implementation of comprehensive marketing programs. Requires extensive and regular interaction with hotel’s Director of Public Relations and Director of Sales and Marketing as the strategic leaders.

20% Digital Media and Email Marketing

  • Manages marketing calendar and tactical actions aligned with commercial strategy.
  • Liaisons with e-Commerce Consulting Group (ECG) to review, consult and maximize core paid media opportunities, supplemental media, digital marketing tactics and SEO.
  • Maintains email campaign calendar and works directly with Hilton’s approved email vendor to create and execute email marketing programs.

20% B2B Marketing

  • Collaborates with internal and brand teams on initiatives, tools, and programs to support the hotel’s B2B strategies including client communications, video messages, proposals, templates, promotional offers, collateral and digital tools.

15% Planning, Reporting, and Analysis

  • Works with the Director of PR and the Director of Sales and Marketing, plans Marketing and e-Commerce campaigns to support the hotel’s commercial strategies.
  • Measures and reports KPIs of Marketing and e-Commerce initiatives.
  • Tracks and analyzes success of marketing campaigns and works with the Director of PR and the Director of Sales and Marketing to adjust marketing strategies as needed based on performance metrics.
  • Pulls reports requested by the Directors of PR/Sales and Marketing to assist with ownership and corporate meetings.
  • Acts as a project manager to ensure timely coordination of production and material deadlines.
  • Budget and expense management.
 

15% Content Management

  • Manages Brand.com and vanity websites’ content.
  • Maintains all imagery and content in Third Party distribution, including but not limited to Expedia, Booking.com, TripAdvisor and Cvent.
  • Works with Directors of PR/Sales and Marketing, identifies visual asset needs and coordinates all photo and video shoots as needed.
15% Collateral, Graphics, and Brand Identity
  • Knowledge of Brand Identity guidelines, fonts, colors, positioning, voice and brand marketing resources, templates and toolkits.
  • Collaboration with hotel departments to ensure guest and client print and digital collateral meets QA and brand standards.
  • Ensures quality output that reflects the Brand Identity and individual hotel positioning.
 

15% Social Media

  • Create and manage social media calendar in channels including Facebook, Instagram, Twitter, and LinkedIn.
  • Serves as the hotel’s primary social media champion with knowledge of latest trends and best practices, and social media contests.
  • Ensure pull-through from Enterprise, Brand and Social Media Center of Excellence.

What are we looking for?

Since being founded in 1919, Hilton has been a leader in the hospitality industry. Today, Hilton remains a beacon of innovation, quality, and success. This continued leadership is the result of our Team Members staying true to our Vision, Mission, and Values. Specifically, we look for demonstration of these Values:

  • Hospitality – We’re passionate about delivering exceptional guest experiences.
  • Integrity – We do the right thing, all the time.
  • Leadership – We’re leaders in our industry and in our communities.
  • Teamwork – Were team players in everything we do.
  • Ownership – We’re the owners of our actions and decisions.
  • Now – We operate with a sense of urgency and discipline.

In addition, we look for the demonstration of the following key attributes:

  • Quality
  • Productivity
  • Dependability
  • Customer Focus
  • Adaptability

These charts from Indeed.com and Glassdoor.com provide examples for this specialty and average salaries in the career area.

e commerce management job search through indeed dot com
e commerce management salary example from glassdoor dot com

Top skills

Mentioned by at least 10 major companies with this job title posting

Courses of special relevance

See the syllabus for each course for relevant skills, as not all skills are taught in every course.
Data manipulation – Excel is critical! SQL very useful but not as widespread OPRE 6332 Spreadsheet Modeling and Analytics
User engagement/UX design MKT 6321 Interactive and Digital Marketing
Campaign management/email/push notifications using automation Customer journey maps MKT 6374 eCommerce & Marketing Automation
E-commerce management and related platforms/skills – e.g., Hybris, Magento, Shopify WordPress, WooCommerce, and web analytics tools Translate merchandise assortment to drive all communications eg marketing database, email, SEO/SEM, CRM/email, social media, display advertising campaigns MKT 6321 Interactive and Digital Marketing
Products/SKU management. Performance reports. Product SKU management and fulfillment are currently not covered in available courses.
Web analytics (Adobe, Google analytics, Coremetrics) MKT 6352 Marketing Web Analytics and Insights covers Adobe/Google analytics. Some instructors also cover Coremetrics. No single course currently covers specific mobile app analytics in detail. MKT 6321 Interactive and Digital Marketing provides an overview. The MIS/BUAN 6344 Web Analytics course Is 1/3 web analytics-Google analytics platform,1/3 PPC, and 1/3 SEO. This course is good if a student wants a general overview. However, the class does not cover any one area in depth, especially not in web analytics.

Associations and Meetups:

Most of these are small- and medium-size companies and not members of national associations such as Digital Commerce 360

E-Commerce Groups in Dallas

DFW Area Events and Meetups:

Newsletters and Blogs:

These are the best resources to stay current on changes in the field.

Internet Retailer

Forrester Retail

Shopify

Popular Books:

e commerce management recommended books to read

Ecommerce Evolved: The Essential Playbook to Build, Grow & Scale a Successful Ecommerce Business, by Tanner Larsson (North Charleston, S.C.: CreateSpace Independent Publishing Platform, 2016)

Product Research 101, by Renae Clark (North Charleston, S.C.: CreateSpace Independent Publishing Platform, 2015)

Indeed.com is a good job search site because at a glance it shows average salaries, years of experience for many mid-level positions, the number of available jobs and their locations. I looked at 10 to 15 job descriptions from major companies and frequently mentioned skills at such employers as American Airlines, Match.com., PepsiCo, Sanrio, and others. However, there is NO substitute for doing your own searches and analyses.

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