This week Christopher Gutknecht, Head of Online Marketing at ecommerce agency norisk GmbH, shares his insight, tips and thoughts.
I’m most excited about the infrastructure and tools that are becoming available for tech-driven marketers – be it APIs, cloud platform components, or script execution environments. This opens up endless opportunities of connecting data points across different systems and putting data into action. Productsup is a great example of an open system or hub to rearrange data sets for all kinds of uses.
More and more repeat purchases will be handled by voice search. Research intensive purchases will still follow the same path, including multiple devices, search, content, and a bit of social. In addition, Amazon will most likely try to offer even more arguments for “shopper lock-in,” i.e. no need to leave the Amazon ecosystem.
We plan to invest more time in our own technology, tools and machine learning APIs, mainly to understand and structure search queries for PPC/SEO, determine anomalies in performance monitoring and many other ideas.
There are two areas where I would see more tool assistance as helpful:
We only use free software to automate lots of small monitoring and reporting tasks, such as if the tag manager snippet was accidentaly removed from a website. Here I’m taking about the use of Google Sheets, AdWords, and Google app scripts. Combined with Google Data Studio, or Presentations, and different data sources in the background, we saved a lot of time not needing to review client presentations anymore.
I’d say I’m extremely rational and focused at work but play the most childish games with my little 1.5 year old daughter. I suppose it’s a natural balance.
Since its inception in 2010, norisk GmbH has grown to become one of the leading (e)commerce agencies in southern Germany. With 35 employees, the Munich-based agency aims to maximize synergies between online store development and performance marketing. norisk manages more than 15 client accounts on Productsup and leverages the platform for various data transformation purposes beyond product feeds, such as onsite search and automated AdWords campaigns.
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