Sidecar hosted a webinar exclusively for managers and associates, outlining five growth strategies to advance their e-commerce marketing careers. We culled our advice from extensive research that Sidecar conducted last year, surveying e-commerce marketers across the U.S. The 2021 E-commerce Marketer Survey asked marketers about the skills they need to succeed in their careers, the tasks they want to prioritize, the marketing channels they want to invest in, and much more.
The survey painted a picture of how e-commerce marketing careers are evolving and illuminated key areas that marketers will need to focus on to succeed. We shared those findings during an interactive webinar, “5 Growth Strategies for the E-commerce Marketing Manager of the Future.” Sidecar’s Senior Solution Analyst Sam Petinatti and Director of Product Marketing Mike Perekupka offered their analysis to help marketing professionals prepare for the future.
Following is a sampling of some of the growth strategies discussed during the webinar. Watch the full discussion to gain the insights you need to thrive in your e-commerce marketing career in 2021 and beyond.
Strategy #1: Master the Skills and Technology Your Team Needs Most
We asked marketers across C-level, director and VP, and associate and manager roles what skills they believed would be most valuable for their careers. Overwhelmingly, all three groups indicated that SEO, social media, data analytics, and performance marketing were key to their success.
During the webinar, Sam added that these skills point to an important balance marketers need to strike between creative skills that align with SEO and social media as well as more analytical skills sets that support data analytics and performance marketing. While specialization in a particular area was once the norm, increasingly collaborative and cross-channel marketing initiatives require marketers to draw on a wide breadth of skills.
Strategy #2: Align Team Priorities for Warp Speed Growth
Marketing leadership does not always align with marketing managers and associates. In the survey, we asked what tasks marketers wanted more time for. Some interesting discrepancies emerged by role.
While all three roles agreed brand building and data analysis are areas in need of more attention, they disagreed on the priority of tasks like competitive analysis and customer experience. Associates and managers believed these two tasks were equally or more important than brand building and data analysis, whereas C-level marketers ranked them as low priority tasks in comparison.
The data demonstrates how important it is for marketing teams to align on goals. Not only do marketers need to understand how their individual goals ladder up to team goals, but they also should know how their marketing goals support company-wide initiatives. Regular communication of these goals is critical for career advancement.
“Given the pandemic, collaboration is more important than ever,” added Mike. “If you’re finding that you’re not communicating priorities across teams or even within your team, you need to make it a priority to fix that.”
Strategy #3: Find the Right Balance of Instinct & Data
Another key survey finding was how often marketers make decisions based on data versus instinct and experience. We found that 62% marketers make about half or more of their marketing decisions based on instinct, meaning there is significant room for growth for data analysis.
Retail marketers who aren’t making use of the data they have may be missing out on revenue opportunities, such as valuable keywords or consumer demographics that are worth targeting with greater ad spend, said Sam.
“Instinct is important. You know your business, and creativity to meet those business needs will always be important, but allow the data to indicate where you should be allocating your advertising spend and your time and identify opportunities you may have otherwise missed.”
You can access all 5 growth strategies by watching the complete webinar on-demand below.