How’s Your Online Marketing Department Staffed?
6. Process documentation.
Like all other areas of your business, you have an established process on how to run online marketing. Unlike other areas, however, this one changes weekly, even daily, and as such needs documentation, communication of changes and constant training.
7. Customer service liaison.
Often your customers contact your call center when they can’t figure something out on your Web site. Quick identification of problems and solutions is key to improving the real-time Web experience. These employees monitor all feedback related to your site including e-mail, phone, site error messaging, failed site searches and promotion tracking.
8. Advertising management staff.
This group manages the process, graphics, pricing, source coding and timing of all online advertising used internally or sold externally.
9. Web graphics staff.
If your site is keeping fresh and constantly updating, new graphics are always needed. This department understands the environment is different from your catalog, and uses graphics to support the user experience while maintaining procedures to ensure a stable, fast-loading site.
10. Affiliate marketing staff.
These employees handle external feeds, affiliates, foreign forum posts and affiliate development.
11. E-mail marketing staff.
This department is responsible for conceiving, running, tracking and reporting on all your e-mail programs, including transaction-generated e-mails such as order and ship confirmations, and auto-generated e-mails from back orders, wish lists, abandoned carts, among others.
Leading companies today realize they can’t be experts in all of these areas and choose to outsource some or all of these functions. In the offline world, you wouldn’t consider being a printing expert or buying your own presses — the online world is much the same. Nonetheless, understand these functions in detail and the opportunity they represent. It’s common to see companies operate a simplistic Web site while spending millions on paid online advertising or catalog prospecting.