A few weeks ago, we teamed up with the guys at #EcomChat to discuss the Future of Digital Roles. We wanted to know; how is the industry evolving? And what impact does its growth (and change) have on digital roles and ecommerce team structure?
So, what did the #Ecomchat-ters predict for the wonderful world of ecommerce in 2016?
The future of digital roles'
@robwatts summed things up in his tweet, “cross functional awareness and knowledge of various disciplines [are] ever important; the best specialists understand everyone else”. This was backed up by @welshmike who talked about the adoption of omnichannel with in-store tech requiring digital skills for everyone - from the marketing department right through to the shop floor team.
What's more, @dogonwheels stated that a good understanding of web analytics and a technical mind-set are a must for everyone in ecommerce.
This conversation continued, and ended with a big question, will changes in the digital world mean that there are eventually “more specialists for junior roles and broader responsibilities for senior roles?” (@RichardFergie)
Soft skills are crucial
That's right, brands are looking for people with amazing soft skills. As @Dawnieando put it, being a “Whole brain marketer” is key for people working within digital; translating marketing speak is where it's all at. What's more, the need to get ideas shared - and generate buy in - between different departments has placed more of a focus on softer skills too.
Privacy regulations and consumer psychology are driving demand for new roles
@AndrewGirdwood highlighted the fact that privacy and data security experts would be key for all teams moving forward. These changes are driven by EU regulations impacting the ecommerce industry.
@mcmillanstu continued, listing “stats, the scientific method, consumer psychology, IA" as the up and coming key skills required to “create the next level ecommerce experience”.
ecommerce team structure - and business structure - will continue to change
Digital changes, the demand for agility and hiring t-shaped people will inevitably bring more change to ecommerce team structure.
@PaulRandall pointed out that many departments (marketing and ecommerce, for example) are still segregated. Will we see departments come together as one, united by a head of CX or UX? This point sparked a lengthy conversation within the chat, with many agreeing that such a change was definitely on the horizon, particularly for larger brands.
Similar to Paul’s comments, @AndrewGirdwood predicted that customer service and social media will become much more intertwined, requiring more customer service staff to develop digital skills.
But this won’t just impact ecommerce departments – chatters predict massive changes to businesses overall, beginning at the very top: in 2016, we'll see "less superman CEOs and more team/Netflix style leaders in ecommerce".
Will we see the same thoughts echoed in our ecommerce salary survey? And what are your thoughts on the future of ecommerce? Get involved in the conversation on #EcomChat (and learn more about the weekly ecommerce chat) or add a comment to the blog!