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Headless Commerce, Rajiv Kumar, StoreHippo, Customer Experience, Consumer Behavior, Headless Commerce Solutions

From Abhinav Arora

Three defining moments in recent years that have influenced mass digital adoption in India: First, the introduction of jio; second, demonetization; and third, the pandemic. If more and more attention is focused on the digital, marketing would of course have to steer in this direction.

If you are someone who has not had any significant experience dealing with consumers in the digital realm, it can be an uphill battle. In such a scenario, it is very tempting to outsource your “digital” marketing to a “digital marketing agency”. And there is no shortage of such agencies today anyway.

But I’m here to tell you something else: you need an in-house digital marketing team. If you can’t find a marketing message that resonates with your audience, neither will anyone else. You can’t outsource marketing the way you probably hope you can. It has to be a core skill. Read on – I’ll cover some pointers to help you build your internal team.

What makes a modern digital marketing team?

A modern digital marketing team is vastly different from what it stood for three years ago. We are in this new age of marketing that is turning away from pure advertising. Today’s world demands a collaborative team made up of people who are skilled in analytics, content, engineering, and user experience. They are all data-driven and geared towards a common goal – to win, retain and monetize new customers for your company.

There are five key people that you would want on such a team.

1. First and foremost is a data analyst

You need to make sure that you are monitoring everything. Every touchpoint should be followed, campaign goals should be defined, the right metrics should be in place and absolutely every hypothesis should be tested. His / her job is to load and fire, flush and repeat. In a competitive marketplace, you need to publish ideas as content or ads. and test it quickly. Double what works and kill what doesn’t. It’s a game of fast iteration.

2. You need a manager (a VP Marketing)

You must already have experience in leading a team. More importantly, they must be able to work well with the engineering (or product development) team and the user experience team. This is vital because marketing doesn’t end with winning the prospect, nor does it end with the prospect becoming a customer, nor does it end with the customer with you for over a year. It is always on!

3. You need a content creator

A content creator would create content about all of your customer touchpoints (could be LinkedIn, Instagram, YouTube, or even your app / website) and that way build an audience for your business. What does “build an audience” mean? It means getting a group of people to trust you. Content is an instrument that makes this possible – it creates trust with the people who consume it. It’s the most effective way to build a brand today. If your content is engaging, people will keep coming back and converting one day.

4. Next is a UI / UX designer

Usually their job is to create seamless experiences to ensure that your product meets the needs of the users. However, when working with a marketing team, their goal is to leverage consumer touchpoints to ensure rapid growth. This could mean reducing friction, understanding user behavior, and finding ways to build the product’s virality. The designer drafts the experiments, developers implement them, analysts test them and the manager decides how to proceed on the basis of the results.

5. The last person on the list is a full-stack developer

Because in this day and age, you need to do more than just create websites. She will be responsible for writing the code for your many experiments – be it a referral program or loyalty program, or building an exclusive wallet system for your customers. Having a developer on your team is always a good idea rather than borrowing someone from other departments.

A total of

Putting the perfect team together can be daunting. What you’re essentially looking for are people with an iterative mindset – who are open to getting results through the trial and error method while continuously optimizing for a better result.

The author is the co-founder and CMO of Avalon Meta

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