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Are we heading for a backward step in E-commerce?

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Subject:  Are we heading for a backward step in E-commerce?
Author:   Colin Cooper:   view profile | all posts by this author | add to favourites
Date:   10:28:15 26 April 2006
 
One of the themes of the last 2 Emetrics conferences in London has been about getting buy-in from the business and being able to demonstrate results. What we are talking about here relates to this.

There is still a level of senior management, who even if they ‘get’ the value of Online don’t really understand it. And things they don’t understand scare them. At the same time online people traditionally have had a strong technical background and have gleefully talked ‘techie’ with lots of data etc. (I know these are stereotypes but the reason that stereotypes are useful shorthand sometimes is that there’s more than an grain of truth in the characteristics!)

The result is a conversation of the deaf with aggro on both sides. To mitigate this the protagonist who is looking to make the jump up has to learn to speak the business language and even adopt some of the, maybe, time consuming methods to create visibility for their achievements in the way that those with the power currently can understand. The nuts and bolts of conversion, clickthrough cost, SEO vs. PPC etc are vital activity metrics in operational terms but how are you performing against the business objective of ‘Decrease the cost of customer acquisition’ or ‘Enhance the life-time profitability of existing customers’?

Start answering these questions and the Online guy is now an ally not a threat and gets listened to – and promoted.

To quote DomWynn – ‘Integrate to dominate’

Colin Cooper colin@issel.co.uk
ISSEL – Pilot Software: Aligning Execution with Strategy
Tel: +44 (0)870 166 2435
 
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  • Are we heading for a backward step in E-commerce?, Ashley , 19 Apr 14:03
    I've been talking to a lot of digital marketers recently - all very talented and experienced online marketers (mostly 'Head of E-commerce', 'Head of Digital', 'Digital Marketing Di ...
    • Are we heading for a backward step in E-commerce?, textor, 20 Apr 11:13
      You are surprised because? As long as e-commerce was a fringe activity that the company was taking a punt on, sure it could fly by the seat of its pants.  But once the e-commerc ...
      • Are we heading for a backward step in E-commerce?, DomWynn, 20 Apr 18:12
        On 11:13:04 20 April 2006 textor wrote: Back to your manager jumping ship.  You already proved the lack of management professionalism in the organisations you cite because appa ...
        • Are we heading for a backward step in E-commerce?, WillRowan, 25 Apr 09:23
          Hi I'm not sure if we aren't just seeing the move of ecommerce marketing from the 'new & expert' fringes, into the mainstream. It's a mixed blessing. On the downside, it mea ...
          • Are we heading for a backward step in E-commerce?, anne_onymous, 25 Apr 10:48
            Im one of those people that Ashley is referring to. Im posting this anonymously as I dont want to offend/highlite the business that i left. The reasons that I left are similar t ...
            • Are we heading for a backward step in E-commerce?, RussellGould, 25 Apr 14:50
              Ashley look what you have started! My take - Integration has to happen and I for one look forward to the challenges it brings. I view it slightly differently in that it is ...
            • Are we heading for a backward step in E-commerce?, DomWynn, 25 Apr 15:56
              On 10:48:41 25 April 2006 anne_onymous wrote:  Great to see you reply! Just a couple of observations Incompetence/Frustration - those in charge were unable to identify the tr ...
              • Are we heading for a backward step in E-commerce?, JonBov, 25 Apr 16:10
                Is this a multichannel discussion? i dont think it is purely. I think its an industry growth issue. Ignore the multichannel aspect of the discussion and focus on the fact that peop ...
                • Are we heading for a backward step in E-commerce?, DomWynn, 26 Apr 01:36
                  On 16:10:49 25 April 2006 JonBov wrote: Ignore the multichannel aspect of the discussion and focus on the fact that people are getting pissed off and leaving because the people ...
                  • Are we heading for a backward step in E-commerce?, JonBov, 26 Apr 10:14
                    So you are saying that some of the best people in the industry are leaving  and going to Google, because they dont want to play by the rules? Sounds like the rules are wrong. Googl ...
            • Are we heading for a backward step in E-commerce?, textor, 25 Apr 16:49
              Above a certain magement level in any large business it stops being about technology, or business reality and starts being about people - i.e. politics.  People get on not becau ...
              • Are we heading for a backward step in E-commerce?, Colin Cooper, 26 Apr 10:28
                One of the themes of the last 2 Emetrics conferences in London has been about getting buy-in from the business and being able to demonstrate results. What we are talking about here ...
            • Are we heading for a backward step in E-commerce?, DeriJones, 28 Apr 16:13
              I like the cut of your jib! Words like measurement, ROI, analytical  - that's exactly what is needed IMHO. Certainly looking at my clients, the 'fuzzy' ones are not very good ...
    • Are we heading for a backward step in E-commerce?, Loz, 26 Apr 15:08
      I'm in a similar situation, the difference being I'm not a 'Head' but a humble Web Manager. I think it would be useful for me to be reporting to a Head of Online rather than the ...
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