Mat,
My opinion is that an eCommerce Director or manager should be much more than just SEM/SEO, for many of the reasons you mentioned in your post.
My responsibilities extended far beyond my computer screen at the dealerships I represented. While I took care of the actual marketing and SEO, building micro-sites/landing pages, email campaigns, etc.. my duties also included but were not limited to actually supervising the Internet Sales Department. Having a super ISM to deal with most of the daily issues regarding the reps in the department was essential but I handled everything from one-on-ones to pay issues to pep talks to calling customers to personnel issues and so on.
I have been, on many occasions, asked to interview candidates for various dealerships or at the least appraise a resume and offer advice and would certainly not recommend anyone just for a SEM and/or SEO position.
Basic qualifications would include supervisory and troubleshooting skills, department management, maybe some experience in traditional marketing in addition to the eCommerce/Internet Marketing.
If a particular candidate showed no acumen for actually setting up processes and assuring the daily management of those processes, I'd be moving on to the next candidate.
As essentially important as the Internet has become to the Automotive industry, why are dealers out there not trying to hire the best available candidates as eCommerce Directors?
This is exactly where I see dealers coming up short. Right this moment, you could say the most important team member at any dealership is that person in charge of Internet sales and marketing. If it's not, then you're missing the boat.
My opinion is that an eCommerce Director or manager should be much more than just SEM/SEO, for many of the reasons you mentioned in your post.
My responsibilities extended far beyond my computer screen at the dealerships I represented. While I took care of the actual marketing and SEO, building micro-sites/landing pages, email campaigns, etc.. my duties also included but were not limited to actually supervising the Internet Sales Department. Having a super ISM to deal with most of the daily issues regarding the reps in the department was essential but I handled everything from one-on-ones to pay issues to pep talks to calling customers to personnel issues and so on.
I have been, on many occasions, asked to interview candidates for various dealerships or at the least appraise a resume and offer advice and would certainly not recommend anyone just for a SEM and/or SEO position.
Basic qualifications would include supervisory and troubleshooting skills, department management, maybe some experience in traditional marketing in addition to the eCommerce/Internet Marketing.
If a particular candidate showed no acumen for actually setting up processes and assuring the daily management of those processes, I'd be moving on to the next candidate.
As essentially important as the Internet has become to the Automotive industry, why are dealers out there not trying to hire the best available candidates as eCommerce Directors?
This is exactly where I see dealers coming up short. Right this moment, you could say the most important team member at any dealership is that person in charge of Internet sales and marketing. If it's not, then you're missing the boat.
