The more searches I do in Ecommerce, the more I realize that selling something on the web requires the knowledge of a seasoned direct marketer. The analytics may be different and the method of communication may vary, but the fundamental understanding of front end acquisition marketing (I know that’s redundant–but I did it on purpose since people refer to it now in different ways) and developing a relationship with your customers (CRM or retention marketing) is critical to a successful business. And understanding how to integrate other channels (telemarketing, TV, radio) is equally important whether it’s DRTV or Brand. Not to mention the use of direct mail, email marketing, catalog and the drive to store, if applicable. The people who can do all of this best are not Brand Product People, they are direct marketers who understand the internet as a channel to sell a product or support a sale done elsewhere.
Karen Tripi Associates (and other good dm/ecommerce) recruiters get that and understand where to find and evaluate the talent.
