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On reflecting on some past job interviews I've done, one I was recently thinking about was a question I got about my "why" for being into marketing.

Quick sidestep, this was an interview for an Ecommerce Director position, and while I knew there was a large marketing component to it, I was going into this thinking more firmly Ecommerce from a holistic or fullstack perspective. Every conversation I had to this point was very much in that vein, but when I got into this interview with the head of the company, I quickly realized he was laser focused on digital marketing.

I wasn't exactly caught off guard and think I fronted a decent response, but after some time with it simmering in the background, I realized some important distinctions to highlight which could be useful to anyone ranging from a practitioner in the Ecommerce, web, or online marketing space up to a scenario like this where you are running a small/medium business or director+ level at a larger company.

One thing I've found over the years and perusing various senior Ecommerce roles is that there is everyone has a different idea in their head. The most common lock in to a very marketing centric framework, and this is understandable given that Ecommerce is essentially the early 21st century applied to Place in the foundational 4P's of marketing.

That said, the most successful in Ecommerce will have an approach that expands well beyond the very Now focus of marketing — fast moving and very transactional SEO practices in the 00s and early 10s, Google Ads being much more cost effective in the 1st half of the 10s, the newer frontiers of social media ad platforms as they swing like Tarzan, tree to tree or platform to platform as a new kid on the block occasionally comes to town (Facebook, Google to Youtube and Instagram to now TikTok being the most fertile emergent platform).

If you are truly trying to grow your Ecommerce business, you won't do it without some form of mastery of the means for exposure to your target customer or other related practices or paradigms such as growth hacking or leveraging PR, true, but if this is all you think of when you hear the word Ecommerce you're forever going to be stuck in the churn and burn of the current marketing buzz of the time.

All this preamble to finally get into the meat of my thoughts here and circling back to the question that put me here, the question I think should have been asked, and my answer.

Why Ecommerce?

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