These professionals act as conductors of the orchestra: they carry a global vision of the company’s strategy and train various experts in its implementation. Their daily task is to understand the customer and their needs and to design a workable e-commerce platform. Behind the scenes, they have their eyes all over them and develop strategies to exploit the potential across multiple levers. To achieve this, it is necessary to regularly measure the most appropriate KPIs.
So training to access these functions should span the full scope of digital marketing, but also deepen the different expertise needed to spread the strategy. This is the choice offered by MyDigitalSchool with a Bachelor of E-Business and an MBA Digital Marketing Expert.
Mission: Understand the customer journey
Put yourself in the customer’s shoes
Today, premium e-commerce companies are those that offer their customers offers tailored to their needs. For this, we must understand them: who are they? How do they know the brand? What are their desires? their habits? “Oftentimes, we build a website even before we understand the customer’s need. However, it is necessary to understand the user to better respond to it. Go step by step: you should first seek to know who will be using the service before you start designing. Hence, we are sure to respond to his need in an appropriate mannerKaren Ramlett, MBA coach in digital marketing at MyDigitalSchool explains.
This observation is valid for website design but also for the full implementation of the strategy. This is the role of the digital project manager. Every day he has to put himself in the place of the visitors and facilitate the buying process whether they are potential customers, clients or ambassadors. Whether they came from social networks, from a search engine, or saw a poster on the street. From the moment the company proposes the appropriate offer, the project manager directs the client to the website.
Preparing the transfer tunnel
Once a potential customer arrives on the site, the e-commerce platform should be as pleasant as possible to facilitate the purchase process: the site should be comfortable, relevant and interesting content. Technically, an e-commerce site should work perfectly: site loading speed, content structure, page validity… the conversion tunnel should be optimized and up and running. The future customer must not experience any friction during his or her journey on the site. His actions, such as putting him in the basket, referencing a product sheet, or even paying, should be intuitive and safe.
These factors are crucial in creating an environment of trust and frustration-free shopping experience for the customer. A professional should always keep in mind these basic e-business concepts.
They have technical and transversal skills
between marketing and technology
To achieve this result, the person responsible for the digital strategy of an e-commerce site must be effective in several areas:
- Marketing: He should know the different strategies that can be effective for his company, whether in digital marketing, influencer marketing or even inbound marketing. New ways of doing business online are regularly appearing on the web. So the expert must be on constant watch to discover and possibly incorporate them into the corporate strategy.
- Technically: Without being an expert in SEO, web design, development, data, or content, a marketing manager must master the basics of these topics in order to understand the requirements of each. Thus he will be able to work with various experts in a smart way and create effective synergies to achieve his goals.
MyDigitalSchool trains its students in technical and marketing skills. Two years of MBA for Digital Marketing Expert must be done on a work-study basis. Students immediately put their learning into practice. “First year Technical: For example, we learned how to create marketing strategies and do development. The second year is geared towards entrepreneurship and business. This allows us to build a global and complete vision for our profession and in particular this double hat. This has allowed me to be a source of suggestions and to actively participate in the development of the company as I do my work-study program.‘, explains Matilde, a final year student at Master of Business Administration Digital marketing expert who has completed his second year of work and study.
For Romain Fougerat, Coach in Communication and Marketing Strategy at MyDigitalSchool, this is one of the benefits of studying work: “During the lessons, I establish a relationship of trust with the students so that they dare to show creativity, so that they abandon them intellectually. The work and study program gives them a lot of motivation and allows them to move forward in the process. They have a more realistic and concrete approach to the job market.For this digital marketing professional, training in school nurtures business expertise and vice versa.
Different job depending on the company
This fact applies to most digital jobs. But this is even more true for the digital manager of an e-commerce site. In a large company, he will have a selective team, with different complementary professions, but focused on the same goals. SEO Project Manager, Web Designer, Developer, Content Manager, SEA Project Manager, Community Manager, etc. They work together to develop the company’s turnover.
In this type of structure, the role of the digital manager will be to learn the advantages of each lever to know when to activate, and when to strengthen the other. He must also be able to listen to various experts and have them work together. For example, a content manager must produce articles that are optimized according to the recommendations of the SEO project manager, and some of his articles may be featured on social networks.
In a small business, the goals of a digital project manager are the same, but the way to achieve them is different. In fact, he may be alone in managing various winches or, in some cases, he may call providers. This is the case of Matilde: “Social Networking, Website Creation, Online Marketing, Facebook Ads, Google Ads, Newsletter… My daily life is doing marketing strategy in the broad sense and developing the company I work for. It is a very enriching experience.”
Eyes on the dashboard
To implement a digital strategy, the project manager must be able to set clear and precise goals for two reasons:
- So that he and his team know in which direction they are working.
- To report back to his hierarchy. “For two years, I have been working independently to develop the company’s turnover thanks to the website. I am in direct contact with the hierarchyMathilde explains. The service was created when it arrived. I have one goal: to develop it“.
Revenue, leads, community size on social networks, site traffic, number of newsletter subscribers… There are a plethora of KPIs to follow to measure the pulse of your strategy. The digital manager must know how to collect and analyze it regularly. Thus he can make sure that his strategy unfolds as planned, or if not, implement corrective measures on the levers that are performing less well than others. For example, if there is a drop on the part of SEO, sometimes the SEA can take over.
Do you want to take this turn in your career? An expert expert in digital marketing can be accessed from the baccalaureate + 3 or by certifying the acquisition of 180 ECTS credits. Registration for the 2019 academic year is already open.
The article was produced as part of a partnership with My Digital School