We often get the question : “would you like to find an online marketer for us?” Nice, we then think. “Tell us, what should this person get done for you guys?” The answer is often something like, “Well, we would like to strengthen the preference for our brand using online. Take online visibility to the next level. Increase our customers’ loyalty. Deep insight into the customer journey. Anyway, we want to really accelerate the digital transformation now. Before the competition is way ahead of us. And make better use of e-commerce. Collaboration of sales and marketing could be better and also between countries. We want to respond proactively, be a disruptive organization, a 3.0 organization… Especially now, in Corona time and of course later. Because what is going to happen? Will consumers continue to order primarily online? How can we respond to working from home? We are also thinking about appealing digital campaigns. It would be great if the candidate brings along good examples of these, at A-brands. It would be helpful if the candidate could also create the content himself, but we also work together with agencies.” Recognizable?
Bright right! Or is it?
That sounds like a wonderful assignment for a so-called T-shaped marketer with a broad understanding of online marketing and digital transformation, who has specialist knowledge in 1 or 2 areas. Right up our alley with the many (hundreds!) of professionals in our network. We will start calling immediately …. Or not? No time to lose of course, but at the same time this is the perfect moment to take a moment to think twice. Because yes of course we can make sure that you will have all this expertise “tomorrow”, but at the same time a sharper desired profile will save time afterwards. The “online marketers” have gained experience in a certain industry, with a certain customer focus, in a certain stage of market maturity, within different channels and environments. And bring specific skills on top of that. Which package is going to help you advance the hardest?
The right experience
An online marketer with experience within financial services often has a strong focus on online purchases, for example. While for an online marketer within FMCG, the combination with offline is a daily challenge. But beware! Especially experience from another industry can also bring a lot. After all, both professionals have the same broad understanding of online marketing and digital transformation and can therefore get the job done. They have the strategic thinking to choose the right channels and to know what is needed for that and know who to involve to solve the online issue and can guide parties in that. However, in addition they have specific expertise in areas such as digital transformation, customer engagement, awareness, performance, e-commerce, content, SEO, social, platforms, community building, online branding, data tracking, CRM marketing etc. etc.
Questions beforehand
So many options. That’s why we ask questions up front. Is it indeed about digital transformation? In which the customer is 100% central in the entire customer journey, connected to a valuable network and sees digital as the norm? And where does your organization stand and where exactly do you want to go? Is the focus on lead generation? Engagement? Awareness? Performance? Insights? Stakeholder management? Integration of data and/or systems? The position of the marketing department within the organization? Has your strategy already crystallized and a social campaign indeed turned out to be the best plan? Is your hastily set up online shop the best idea even after corona time? To what extent do you really want to move your customers from the supermarket to online ordering?
Additional help from an online marketing consultant
Just some questions that make a big difference in selecting the right (interim or permanent) candidate and thus for the final result. We are happy to visit you digitally to map out your problem. We do this free of charge and without obligation. Optionally, we can bring along an online expert who will focus on priorities with you in 1.5 to 2 hours. For this you pay a one-time fee of 195 Euros excluding VAT. Good idea? We are happy to be of service.
PS. Now, are you an online professional yourself and want to comment on this article or subscribe in case another such question comes from one of our clients? Then let us hear from you too!
WerfSelect – info@werfselect.nl – 033-4224022
