Most e-commerce retailers begin small with basement or home operations, eventually upgrading to warehouses and offices as growth happens. This naturally leads to bringing on employees to meet demand, which can end badly as you onboard too many employees to manage efficiently, or are forced to bring on temporary hires to meet seasonal demand, which can result in increased costs, decreased quality, and increased mistakes.
In the early days of internet marketing, things were relatively easy. In a field often lacking in competition, a small business with a simple website and an ambitious and forward-looking marketing plan could kludge together a few images and a couple lines of text into a viable online presence. But those days quickly passed, and online marketing became a complex and multifaceted struggle between huge, well-funded behemoths and small, agile operations looking to innovate and disrupt their way into a fortune.
Search engine optimization, link building, infographics — if these terms are foreign to you, your business is already behind. These are all important pieces of a successful marketing strategy in the modern era. Many customers will judge your business entirely on what they see of you online, from reviews left by customers to your own posts on social media. You need them to leave them with a good impression of your product, your brand, and its personality.
Data analysis is a vital and growing part of the modern marketing toolkit. Spending on this aspect of marketing is expected to grow from 6.7 percent to 11 percent over the next three years. Why? Because poring over the data collected during an advertising campaign helps marketers follow the customer's journey from the moment they first see your message to the moment they make a purchase, sign up for an e-mail list, or exit your site without engaging at all.
The constant give and take between clients and agencies often fuels the content marketing industry. Clients perceive a certain value in what they want done and agencies accept the offer or bend to accommodate it. Oftentimes agencies agree to take on a project or assignment and then scramble to figure out how they’re going to execute it while still generating a profit. A recent survey on the State of Content Marketing by CopyPress illustrates exactly how delicate this relationship is by comparing interview responses between marketers, agencies, and freelancers themselves.