On What Basis Should Marketing Managers Decide On The Communications Mix For An E-commerce Site

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The internet marketing space is a huge & fast-moving one. Things change pretty quickly, but the good news is that there are a lot of opportunities right now amongst startups looking for help with growing their products.When looking for an internet marketing role at a startup, I'd first ask the broad question, "How can I deliver the most value to this company?" By answering that question, you can start to uncover what the company's needs are, and how you can help it grow. Then I'd ask what kind of skills do I need to fill those needs? Your answer to these questions will help shape what your role at this company would look like.As other people have explained, there are a lot of marketing job titles right now and a lot of channels you can become proficient at. Just briefly walking through a list of channels can give you a sense of how vast the space is:Paid searchSearch engine optimizationEmail marketingSocial media marketing (FB, Twitter, Pinterest, etc.)Social advertisingDisplay advertisingContent marketingMobile marketingAffiliate marketingPartnershipsAnd more...Crazy right? It's not possible to become an expert of every single channel. When you're just starting out on your marketing journey, it's probably best to focus on developing expertise in just 1 or 2 channels. Along those lines, many marketers in the industry have adopted the notion of a T-Shaped Marketer. I think it's a good career paradigm to consider as long you understand that the most important thing is that you're delivering value to your company. In many cases, being a channel expert will be more valuable to companies than being a generalist. But, there are cases, i.e. small startups, where being a generalist comfortable with testing multiple channels will be more valuable than being only an expert at one channel.If you're still with me at this point, I'd suggest for you to check out recent industry articles on career advice for marketers. They can give you a good sense of where the industry is headed and what you need to learn to be valuable to your company:The T-Shaped Web Marketer - Rand's BlogBuilding a T-Shaped Web Marketing Skill Set | DistilledHow To Become A Customer Acquisition ExpertProfessional Development for Digital Marketers: How to Up Your Game in 2014

Traditional Integrated Marketing Communications Mix consists of 5 elements: Advertising, Public Relations, Sales Promotion, Personal Selling and Direct Marketing. As Marketing has evolved quite rapidly and as the result of Digital Marketing, The Modern Integrated Marketing Communications Mix, however, contains more than just 5 simple elements. They are Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Social Media, Trade Shows/ Exhibitions/ Events, Web Development and E-commerce, Research & Strategic Planning and Special Media.Some tactics may overlap the other, but they will assist one another in a marketing plan. It is important to determine which ones work best for your brand, service, products. It is not necessary to use all elements in a marketing plan to avoid wasting money and resources.