Digital Marketing Interview Series with the Director of Ecommerce Research at Elastic Path
Today our Digital Marketing Interview Series features Linda Bustos, the author behind Get Elastic, one of the Top 10 marketing blogs in Canada and the most highly-subscribed Ecommerce blog, with a daily readership of over 20,000.
What are two or three trends in the coming 12 months that you see impacting online marketing and why?Mobile is growing and marketers need to figure this out - whether it's understanding the differences between mobile visitors' goals and behavior and desktop, what content to target to smaller screens, what tablet vs. smartphone experience should be, how to deliver consistent marketing messaging across devices, or mobile search -- the impact on the whole marketing program is huge.
How did you begin your career in eCommerce research?In a past life I was an SEO/search marketer, and in 2007 I transitioned into blogging for Elastic Path about usability, search and social strategies specifically for the ecommerce world. I've followed the industry for 7 years and since then I’ve branched out into conversion optimization, mobile and business strategy. (Check out our interview with the Product Manager at HubSpot and read about her transition from being a journalist to a Product Manager at a thriving digital company.)
What advice would you give to young marketing professionals who want to work toward a career in eCommerce?Read as much as you can. This is an industry where nobody knows everything, and the landscape is ever evolving and expanding. Try to read blogs/forums in areas slightly outside of ecommerce as well. If you're a marketer, learn about the technology side. Or about startups. Or about statistics, branding and psychology. Etc. (Download the P.A.C.E. eBook to learn about different aspects of digital marketing. Also, register for Smartt's P.A.C.E. digital marketing training workshop to learn digital marketing programs in-person and in-depth.
What excites you the most about your industry?That it is ever-evolving, and will never be boring. Ecommerce is a competitive business, and playing in this space requires strategic thinking, and it's thrilling to see tactics turn into dollars and happy customers :)
As Director of Ecommerce Research at Elastic Path, Linda Bustos is the author of the Get Elastic Ecommerce Blog and provides consulting services to some of the most exciting ecommerce companies in the world. Linda has helped Get Elastic land a coveted spot on the AdAge Power 150 and become one of the top 10 marketing blogs in Canada. Get Elastic is also recognized as the #1 Ecommerce Blog according to PostRank and with a daily readership of over 20,000, is the most subscribed ecommerce blog on the ‘Net. Linda’s articles have appeared in Mobile Marketer, CMO Magazine, E-Marketing + Commerce, and Search Marketing Standard, and she has provided expert opinion to Inc Magazine, Entrepreneur, Time, the New York Times and Forbes. She is a frequent speaker at industry events, including Shop.org Merchandising Workshop, XCommerce, Conversion Conference, and Affiliate Management Days. Previously, Linda has been named one of DMNews’ 30 Direct Marketers Under 30 for her contribution to the marketing community through Get Elastic.