The issue with textbooks, past information, articles, blogs, opinions etc is that the majority of them are out of date, and therefore, they are simply irrelevant in today's market.
E-marketing has had an exciting shift over the past decade, and we've seen an overload of changes to platforms and even new platforms coming to market. If we look at the past twelve months, the rise of Snapchat and Instagram in regards to marketing has lifted the e-commerce marketplace entirely.
Analytics have shown that businesses are looking to prioritise these main components of online platform transactions:
- Exclusive Deals
- Browse Retargeting
Whereas textbooks from 2000-2008 will explain that social media/web marketing isn't worth the resources compared to print promotional marketing. In today's market, businesses cannot afford to lose with this relatively primitive marketing knowledge. Studies have shown that marketing graduates pre-2005 have over 40% of irrelevant knowledge. This counters today's market demands and businesses who are looking to be effective with promotional marketing need to be looking at a fresh bunch of marketers on a regular basis - whether that be done through internal training and development, or the attainment of updated external experience.
The issue with e-marketing and e-commerce is that it revolves around changing platforms and changing marketplaces. If marketers do not update their previous skills every twelve months, the business inadvertently risks the failures present in marketing.
E-commerce has changed over the past decade, half-decade, year and even quarter - that is the beauty of e-commerce. As marketers and salespeople, we need to stay in front of market movements to see where the next move will be, and what to effectively do when those changes are made.
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