E-commerce Marketer: Key Role, Skill Set, and Job Description

E-commerce marketing jobs are in high need as the e-commerce area continues to grow and broaden. Let’s look at the role of an e-commerce marketer, essential ability, and a sample task description.

The role of an e-commerce online marketer is getting increasingly critical as the e-commerce area continues to get crowded. There are standard, brick-and-mortar organizations that are establishing their online existence, and after that, there are purely online stores making their entry. Which’s not it. Numerous e-commerce service models such as B2B, B2C, consumer to consumer (C2C), direct to consumer (D2C), and revenue designs like dropshipping, white-label production and circulation, etc. make the entire e-commerce community complex.

E-commerce marketers are equipped with the obligation to assist e-commerce brands stand out from the competition and drive earnings. In this post, we will take a look at the function of an e-commerce marketer, the abilities required, and a sample task description.

The Function of an E-commerce Marketer

The function of an e-commerce online marketer differs from organization to company, depending on the organization’s design, and the team structure. But they are straight or indirectly responsible for driving brand name awareness and enhancing revenue. For example, a marketing manager is expected to manage the marketing method, enhance item prices, and so on. On the other hand, a promos manager needs to determine how they can incentivize purchases to drive more purchases.

Therefore, an e-commerce marketer needs to be a T-shaped marketer. They require to be a specialist in at least one location of marketing while having a primary understanding of the other marketing aspects. For circumstances, an e-commerce online marketer who is a conversion rate optimization (CRO) professional, needs to have a strong grasp of copywriting, design, and analytics as they’ll exactly know what to fine-tune to improve the conversion rate of the e-commerce store.

10 Essential Abilities Needed to be a Successful E-commerce Marketer

The following 10 abilities will define your success as an e-commerce marketer. As mentioned earlier, you don’t need to be a professional in everything however make sure that you need to have an extensive understanding of a minimum of two or more disciplines. Now, the great part is, these skills match each other. For instance, if you are excellent at content marketing, getting important SEO understanding needs to be a cinch for you.

# 1. Search Engine Optimization (SEO)

Together with on-page and off-page SEO knowledge, the online marketer requires to be proficient at technical SEO also. That implies they ought to care for the site’s schema markup, structured information, XML sitemap. Robots.txt, etc. They require to be on top of the most recent online search engine algorithmic advancements and guidelines to prevent getting punished. Purging low-performing pages, tracking the rivals’ strategy, keyword tracking should be routine activities.

# 2. Material Marketing and Copywriting

Content marketing and copywriting are 2 different things. Copywriting is an art and science that requires the marketer to write material to boost item sales. This includes composing copies for the homepage, product pages (item headline, description, functions, and so on), checkout section, lead magnets, call-to-action (CTA) buttons, and any section that straight impacts the conversion rate.

Content marketing, on the other hand, refers to producing content for the blog site and other content properties. There will be some overlap between these two disciplines.

# 3. Email Marketing

Email marketing is a powerful tool to preserve consumer engagement for an e-commerce store. Therefore, an e-commerce marketer needs to understand how to section the audience based upon their attributes. The marketer needs to also understand how to use personalization and drip marketing to retain clients and promote upselling and cross-selling deals.

Focusing on essential metrics such as the deliverability rate, open rate, click-through rate (CTR), etc. is a prerequisite when concentrating on email marketing.

# 4. Marketing Automation

Marketing automation involves you to set up automated workflows that would trigger a series of occasions once a prospect enters the funnel. For example, when a shopper makes a purchase, the automation tool should send out email updates, SMSs, and push notifications on the app. Besides this, designing landing pages, sending useful material, dealing with cart abandonment problems, incorporating e-commerce apps, etc., are some necessary activities that can be helped with through the knowledge of marketing automation platforms.

# 5. Affiliate Marketing

In affiliate marketing, the publisher earns a particular cut/commission by selling the marketer’s items. Dedicated affiliate marketing software applications make this process simple for e-commerce stores. The affiliate marketer is needed to manage the software or use an affiliate network( s), handle the affiliates (address their questions, handle payments, and so on) on behalf of the store, and track the performance of affiliates and networks on the income.

Influencer marketing can be another element of affiliate marketing, where influencers promote your items via their social network platforms to their audience. Although the payout design may vary based on various criteria.

# 6. Conversion Rate Optimization (CRO)

The true north of CRO is to boost the conversion rate. It’s just insufficient to boost the number of conversions. You must likewise concentrate on increasing the variety of conversions per hundred users. CRO involves activities like A/B screening, improving the site copy, try out design, incentivizing user behavior, lowering cart abandonment, and streamlining the user experience (UX) to help marketers enhance the conversion rate.

# 7. Digital Marketing

PPC, social media, display, native, and remarketing ads are essential for e-commerce shops. The marketer needs to have the ability to enhance the ROI and advertisement invest, and decrease the customer acquisition expense through the marketing efforts.

# 8. Social Media Marketing

Besides content development and ad management, providing client service is an important function of social network marketing. E-commerce businesses utilize social media to react to customer queries and grievances. Together with this, organizing contests that follow the platform standards, tracking rival activities, getting in touch with influencers, running partner marketing/co-branding initiatives, and tracking results are some vital activities under social media marketing.

# 9. Tracking and Analytics

E-commerce stores require both – quantitative and qualitative analytics information to comprehend user habits. Despite the discipline you pick to discover, having a good understanding of analytics will help you much better your activities. For example, if you are a copywriter, by viewing the click heatmap, you know what words catch the user’s attention and oblige them to click on it.

# 10. Miscellaneous Abilities

Fundamental knowledge of design and HTML/CSS will assist you immensely, no matter what you are doing. Although you need not be an expert with the Adobe Creative Suite, a fundamental understanding of style principles such as typography and color theory is enough. Likewise, knowing HTML/CSS can help you make small tweaks in landing pages, email templates, and SEO activities.

E-commerce Manager: Task Description

Here’s a sample task description for the function of an e-commerce marketing supervisor. This would vary if you’re getting a more specific role, such as an e-mail online marketer or social networks marketer.

Responsibilities: What You’ll Do

  • Establish and manage the organization’s e-commerce marketing strategy.
  • Work with the development team/agency to continuously improve the site’s user/shopping experience.
  • Liaise with different marketing employees to designate jobs, track their conclusion, and measure their impact. Guide them wherever needed.
  • Work carefully with the CRO expert to implement much better methods to increase the conversion rate.
  • Examine the effectiveness of every marketing channel and activity on income.
  • Explore and present more recent marketing channels and tools to get in touch with the target market.
  • Combine the best of sales, marketing, and technology to provide a remarkable consumer experience.

Requirements: What Companies are Trying to find

  • Bachelor of Arts (BA), Bachelor of Science (B.S.), or comparable degree
  • 4+ years of experience at an e-commerce company
  • Excellent verbal and written communication abilities
  • Outstanding project management abilities
  • Ought to know the typically used martech tools by an e-commerce business

How to Begin?

The median annual salary for an e-commerce marketing supervisor is around $80,000. Thinking about the growth of e-commerce business, a profession in e-commerce marketing is lucrative at the minute, and we can safely state that it will stay the same for the coming time.

You might have discovered that although the marketing channels stay the very same, there is a stark distinction between when it pertains to marketing a SaaS item and an e-commerce store.

To become an effective e-commerce marketer, make certain that you proactively discover more recent martech tools (such as conversational AI, study tools, recommendation engines, etc.) that might increase revenue.