CindyInternational Web Marketing
Most company marketing executives do not have a hands on role with their company’s web marketing, or e-marketing.
eMarketing is another word for web marketing
Geek marketers are few and far between. The varying skill levels of eMarketers make it difficult to assess. But there appears to be disparity in eMarketers depending on which continent your live. North American marketers definitely have more hands on experience with web marketing than French marketers for example.
I have not seen a survey on this, and this is simply based on my own observations.
No Web Experience
There are a few reasons why marketers still do not have the “e” in front of their profession:
- Marketers do not make the time or companies do not give them the time
- Marketers need to learn a few technical skills before they can pick it up and do not take the time to learn
- Marketers and IT professionals do not work closely enough and make the task difficult
- Companies give this responsibility to their IT staff
Sometimes I wonder if marketers realize how important web marketing is today. Surely this situation should be different.
Web = Communication = Marketing
One of the main barriers to recognizing the need for eMarketing skills is simply because you cannot fully appreciate the marketing in web marketing unless they get into it.
Once you start web marketing, you realize how many of the technical aspects of a website require marketing decisions.
Lost Opportunities
The sad thing is that IT professionals generally do not have a marketing mindset. Or at least it takes them time to fully develop this and acquire a double skill set.
Non-marketers with web marketing responsibilities is a waste of business opportunities. It can also lead to poor results. Frustration develops due to misplaced expectations from IT staff.
eMarketing Teaches You About Your Clients
The solution is for marketers to take a hands on approach to web marketing and for companies to facilitate good synergy between IT and marketing staff.
The nuggets of web marketing, and particularly of international web marketing, lie in the real time tracking. Businesses can improve their web marketing results simply through the implementing a good statistics dashboard.
Your customers now live in a multichannel world. If you are able to get to know them better through your web marketing, this will also help you in your traditional marketing.
This is the reason why marketers should put the “e” into marketing.
Read more about International Marketing on Get International Clients:
- Guide 4 - Build Your International Marketing Strategy
Read more International Web Marketing articles here:
- Translation Agencies’ Narrow Vision
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