If you’re reading this, I assume you’re either an online marketer, or you work with one.
And if you’re not, then it might be time to consider a career in e-commerce. According to The New York Times, in 2014, there were 513,000 open jobs in e-commerce worldwide. That’s more than any other industry, and it doesn’t include the amount of jobs that can be done from home. In fact, according to Forbes, there are 121,000 online marketing and sales jobs available now.
So if you’re looking for a new career, or you’re an online marketer who’s looking to change gigs, consider this your guide to the state of the industry and how you can best position yourself to succeed.
Why Does Online Marketing Matter In-House?
In-house marketing, or departmental marketing as it’s sometimes called, is vital to the success of a business. But traditionally, marketers have not had the opportunity to showcase their talents online the way that they can in a commercial setting.
In-house marketers are typically responsible for marketing and branding a business, with the goal of converting customer interest into sales. However, with the increased usage of digital marketing tactics, in-house marketing departmental heads can now take the reins of their own marketing efforts and be more responsible for the results they produce. In other words, they can finally take the online marketing plunge and gain the experience they need to succeed in their career.
Forbes estimates that 96% of businesses achieve at least some level of success with online marketing. So if you’re looking for a career in e-commerce, or you’re an in-house marketer who considers themselves to be proficient in online marketing, then consider this your pass to the party.
The Growth Of Online Marketing
If you’re wondering why online marketing is experiencing such dramatic growth, it’s because of the expanding role that digital marketing plays in our everyday lives. Since the technology required to create and distribute content digitally has become so accessible, marketers have taken advantage of the fact that consumers have come to rely on digital platforms for their everyday purchase decisions.
Thanks to the rise of influencers, who are essentially content creators and/or social media personalities who attract large audiences online, digital marketers have been able to take their target audience (TATA) and grow their brand’s presence on platforms like Facebook, YouTube, and Twitter, among others.
Influencers can act as brand ambassadors, promoting products that are relevant to what they promote in their content. If you’re looking for a career in e-commerce, or you’re an influencer who wants to gain more credibility and make more money with your content, consider this your pass to the party as well.
Which Ones Should You Invest In?
If you’re serious about entering the world of e-commerce, then it’s important to consider what you should and shouldn’t spend your money on. Most businesses that exist today in the space were started with a very limited budget, so most of these founders had to learn to manage their own finances effectively. Even today, several of these startups still struggle to cover their basic costs, not to mention the hefty salary of a Chief Executive Officer (CEO).
Therefore, it’s essential that you don’t overextend yourself financially, especially if you’re just starting out. You shouldn’t invest in expensive marketing or technology that will only serve as a wishful thinking tool.
Instead, you should focus on creating content that is going to attract and retain customers, and make them delighted to spend time and make purchases from your business. While you can’t put a price on loyalty, you can definitely put a price on bad customer engagement. So consider this when making your purchasing decision; whether to invest in expensive pay-per-click (PPC) ads, or to choose a different marketing channel.
PPC Vs. Organic Vs. Display
If you’re new to the world of digital marketing, it might be difficult to know which platform is the right fit for your business. There are three main digital marketing platforms that you need to consider; PPC, organic, and display.
PPC, which stands for pay per click, is where you pay for each click that is made on your behalf. For example, if someone clicks on your product and signs up for your email list, you’ll pay $X per click. However, companies like Amazon, Google, and LinkedIn routinely take into account many other factors, like the ad copy, landing page, site design, and more, when figuring out the cost-per-click for each network. So it is not just a one-dimensional figure that you simply input into a computer and push the envelope to get results.
Organic marketing is similar to PPC in that you pay each time someone clicks on your content. But instead of paying for each click, you pay a set amount, usually $1 to $5 per article or review, and the content is ranked based on its relevance to a topic, regardless of whether the article is popular or not. For example, if you’re an e-commerce business and you write a blog post reviewing best-selling luxury goods, you’ll likely get a lot of organic clicks, because people are searching for luxury goods, and your blog post fits the bill.
In contrast to PPC and organic marketing, display marketing is where you put up advertisements on various platforms, like Facebook, Instagram, and the like, that attract users to your product or service. You’ll likely recognize advertisements because they are usually brought to you by well-known brands that are determined to get your attention and make you click on their product or service.
With each of these platforms, the more you spend, the more you will see results. For example, if you double your spend on PPC, you’ll likely see twice the results. So if you’re looking for an engaging tool that you can depend on to grow your business, then consider using a PPC platform like Google AdWords or Bing Ads.
Do You Want To Be Seen As A Leader Or A Laaader?
Since the CEO of J. C. Penney was perceived as a failure when the company went bankrupt in 2021, the question now is; Do you want to be seen as a leader or a laaader?
The answer to this question depends on your attitude and how you want to be perceived.
If you want to be seen as a leader, prove that you can be relied upon to make smart, independent decisions and implement new strategies that will help your company succeed. To do this, you need to take a balanced approach by listening to both sides of an argument and then presenting your argument using sound logic and well-reasoned thought. To be considered a leader, you must also demonstrate that you can be trusted to keep confidential information secret. Finally, if you want to be seen as a leader, stand for something that is good and just once your name in connection with something that is admirable. In other words, be a leader by being the change you want to see in the world.
However, if you want others to see you as a laaader, prove that you can be relied upon to follow the lead of others while still achieving your own goals and objectives. To do this, you need to take a more holistic approach by focusing on the bigger picture and not getting distracted by the small stuff. When you work with a laaader, you have to ensure that the tasks you’re given are important and that they help the company as a whole get what it needs to succeed.
Due to the wide variety of opportunities that exist in the field of e-commerce, it’s likely that there is a niche that suits you perfectly. Consider what you’re good at — whether it is technology, copywriting, or social media — and use that expertise to your advantage.