Recently in a team meeting, I introduced myself as someone who has one foot in the marketing team and another in the e-commerce because my current role is in digital marketing, but my position is part of an e-commerce team. I believe e-commerce and marketing strategies, goals, and tactical actions are closely intertwined in today’s digital age. The two wings have separate objectives and workflows, but a clear and deep understanding of both workflows is crucial for a collective impact. It’s impossible to gain anything substantial out of robust marketing campaigns if e-commerce’s priorities and actions are not on point likewise the most sorted e-commerce site may fail to generate revenue if marketing strategies are not tested against e-commerce data. Let’s shed some light on the individual workflows of these two areas and how they fit together to complete the puzzle.
Independent E-commerce Workflow:
To maximize sales opportunities and stay cost-competitive, mapping out the eCommerce processes can help the business highlight key areas that may require alteration, modification, or automation and ultimately improve performance. Key areas of a typical eCommerce process flow include:
- Receiving orders from your eCommerce system
- Processing order information
Independent Marketing Workflow:
Running digital marketing campaigns is a high-octane activity. Ranking organically on the search engine result pages (SERP) requires having a sound SEO strategy. Content marketing, social media marketing, email marketing, and affiliate marketing are ways to bring traffic to e-commerce. However, we will focus on the marketing team’s process to align with the e-commerce objectives. Based on data, e-commerce and digital marketing ensure they acquire the right target audience and that users’ journeys are optimized and personalized.
E-commerce & Marketing Workflow Inter-Dependencies:
There is a separate process flow that the e-commerce & marketing department follows together to keep the site to date and plan marketing initiatives accordingly. The steps followed are;
- Accessing the current warehouse/product status.
- Evaluating what product line/collection needs to be focused on each month based on availability which we call POM (product of the month)
- Creating a monthly calendar that gives insights to the marketing team for their future campaigns.
- Creating landing pages for POM, including the marketing highlights from the marketing team.
- Taking the landing page off at the end of the promotion period.
While the diagram gives a clear view of how the two completely different departments work together for common goals.
- Precise mapping of process dependencies ensures smooth running and allows for process improvement. For example, based on e-commerce data of user journeys, the marketing department may customize specific promotional campaigns. Similarly, based on marketing data e-commerce department can analyze which landing page received the best user engagement and hence can make improvements.
- Timely, well thought, and analyzed e-commerce predictions highlighted patterns for each month (POM-Pattern of the month) gives enough room to digital marketing to play around with the most suitable marketing strategies. For example, a vintage dinnerware pattern has a target audience of age(35+) while a new collection has a target audience of (25+). Email and social media content will differ based on the target audience’s age and location. Therefore, transparent process, task mapping, and coordination play a key role in giving the users the best experience, which is my and my team’s common goal.
- Marketing Workflows for E-commerce:10 automation. (2019). Vbout. https://www.vbout.com/blog/marketing-automation-ecommerce-workflows-use/
- Beide, A. (2020). E-commerce and e-marketing – what’s the difference? Landingi. https://landingi.com/blog/ecommerce-emarketing-difference/#:~:text=All%20in%20all%2C%20e-commerce%20and%20e-marketing%20are%20closely,in%20most%20cases%2C%20they%20go%20towards%20different%20goals.