Hello again, Jason here,
Today I am going to take a look at the inexorable rise of Digital Marketing. I’m sure the fact that the massive increase in online transactions has not been lost on anyone only serves to illustrate this You only have to look at the power Amazon now weilds in the online world. Everyone is jumping on the eCommerce bandwagon, indeed, everyone is now starting to jump on the mobile commerce bandwagon.
It was now nearly two years ago that mobile search overtook desktop search in the U.K as the main platform for searches. And, whilst mCommerce has some way to go to overtake standard eCommerce my guess is the crossover will be quicker than many think.
This is being driven by the rapid increase in not only technology, but also online security which now allows us to transact in the mobile environment. I have to admit to being risk averse and I have yet to make any major transactions over the monile platform. However, I have happily spent over £1,400 on Amazon, from my laptop, in the last three days. O.K, I needed to upgrade some home cinema tech, I’ve been waiting to do it for a long time – that’s my story and I’m sticking to it!
The Facts Are Clear
But the facts are clear, massive and rapid change and advancement are now the norm in online sales.
So, what does this seachange mean for the Digital Marketing world? I talked to Doug bates of Digital Marketing recruitment experts Intelligent People. They have been recruiting in Digital marketing for over thirteen years, so were very early adopters of the market and have lived with the rapid change and massive expansion during that timeframe.
“It’s unreconisable from the market we entered in late 2002”, Doug recalls, “think back to what Amazon was at the time, an on line bookstore and not much else. You only have to look at Amazon to illustrate the changes we have seen”.
What do you think are the main changes?
The Main Changes
“Well, the sophistication of not only the sales systems, but also the relational systems these huge eCommerce companies now use. They are incredibly advanced. For example, the User Experience role is now very different. It used to be concerned with the customer journey through the website, the ease of passage from entry to sale. Nowadays it’s changed beyond all recognition and is about the maximisation of the spend on the customer journey”.
That is a very big change indeed.
“Yes it is, but it’s how the big online players who are selling consumer goods maximise their incredible profitability”, he says, “if you look at Google or Facebook’s model, it is different, it’s about selling adverts to business, so B2B, but Amazon is B2C and they are extremely good at what they do”.
Why do you think that is?
“Two reasons I think”, he pauses, “firstly, Jeff Bezos had incredible vision, for me he’s in the same class as Steve Jobs, a true visionary. But, the key was to translate that vision. You see Bezos lost millions for many years after the launch of Amazon, but he could see the “long game”.
Amazon is certainly dominant opnline these days.
Just Look At Amazon
So, you supply Amazon with people, what sort of changes have you seen in the type and nature of people they hire?
“Very good question”, he smiles, “I taked about the change in the UX job role earlier, but, not only have we seen job roles change, we have seen many new types of role created. For example, who thought that SEO Jobs would become so prevalent? SEO used to be very simple, but with the advances Google have been making in their algorithm, it is now an art form. A good SEO has a wide and varied skillset from not only on-page optimisation, but across link building startegies and social infrastructure, the lines are getting blurred. Social media vacancies are also at an all time high”.
New Job Roles
What about new roles?
“We are now seeing roles such as Loyalty Marketing Jobs, specialisms ion and of themselves now. Online Trading vacancies a plenty and also areas such as Product Management remain strong. Online trading is another new and growing area we recruit in to as is Site Optimisation and Conversion, which of course, is very different to search engine optimisation”.
It’s a growing and massively changing entrepreneurial world.
“Indeed it is”, he grins broadly, “it keeps it interesting and challenging, we need that to drive our business forward.
Thanks Doug for the amazing insights in to the world of eCommerce.