7 Pieces of Wisdom from the Musictoday Experts


1. “If someone asks for ice cream, be sure it is cold.”

Del Wood – CEO, Musictoday

It’s important to consider the implications of any request and your team’s ability to execute the task with excellence. Before starting a new project or taking on a new job, ask yourself or your team what this project would require and how prepared you already are to handle it. Will you need to take extra steps to ensure you can complete the job in the way the client expects? Is there research to be done first before diving in head first? The e-commerce industry is a fast-paced one where things often need to be executed quickly and on the fly, but taking the time to make sure you have what you need to fulfill your clients wishes before agreeing to them can make all the difference and save a lot of time and effort in the long run.

2. “Don’t confine yourself to only email and social media marketing.”

Joey Porterfield – Director, Marketing

While email and social media are both key sales drivers and often the most visible digital marketing opportunities, other channels like text ads, display, SEO, paid shopping & search, and affiliate marketing can and many times do drive more sales volume. In fact, search engine marketing is the single highest revenue-generating channel, excluding direct and referral traffic, on Musictoday’s platform. Be sure not to overlook these channels – they should all be incorporated into any high level marketing plan.

3. “Know where you’ve been, where you are now, and where you want to be in the future.”

Jay Jarvis – Merchandise Planning & Buying Manager

When it comes to managing inventory and merchandise planning, it’s important to perform historical sales performance reviews from multiple angles (such as product types, sizes, season, marketing efforts, etc.) to identify and analyze contributing factors. Take a look at in-stock and on-order products to gauge your current investment and how that balances against your current sales performance and future sales forecast. Use this opportunity to create a markdown plan for under-performing items. An open discussion with your coworkers helps when formulating thoughts and ideas on what does and doesn’t work for the store. Be open about failures and successes and create some standard and out-of-the-box concepts for future opportunities. Establish a sales forecast and use what you’ve learned in your previous 2 steps to make smart decisions.

4. “Don’t worry about unsubscribes too much.”

Joey Porterfield – Director, Marketing

Healthy email list engagement is certainly an important factor for any client’s digital marketing performance, but unsubscribe rates are becoming a less and less relevant factor in monitoring the vitality of your list. With almost half of email opens happening on mobile devices, it is now much easier and much more common for customers to simply swipe an email away than it is to go through the process of unsubscribing. Changes to your open and click-through rates are much more pertinent metrics to focus on as mobile and smartphone usage continues to increase.

5. “Just because a company is bigger doesn’t mean their way is better.”

Eric Borgerson – Director, IT

While there can be much to learn from large, seemingly thriving corporations, simply copy-pasting their strategies or processes is not always the best way to go. Your company has unique needs and unique abilities that should inform the way you operate. Glean wisdom from you and your team’s past experiences and take advice from other experts, but don’t feel the need to mimic or clone strategies that might not make the most sense for your business. What works for them may not work the best for you. When you don’t confine yourself to someone else’s methods, that is when you are able to really think outside of the box and come up with new, innovative and smart solutions that are tailor made for exactly what your business needs.

6. “Don’t be scared to question your team or your stakeholders.”

Lindsay Campbell – Director, Engineering

Everyone has an opinion and a need-it-right-this-second requirement. As e-commerce can be very reactionary, it’s easy to get bogged down by all of the requests and desires and thoughts that come in to the backlog. While many ideas are great, some don’t carry the value that is initially pitched. Be sure to ask the right questions when scoping the requirements: What is the ROI on this feature you are asking for? Who is going to value it? How will it be used and perpetuated by the business? One the flip-side, make sure your Engineering team is engaged in thoughtful design of a solution that meets the final stakeholder requirements. There can be technical hurdles that need to be navigated, reasons to NOT implement the requested feature, paranoia about performance, etc. Discuss the use case for the feature and the desired outcome. Ask your team simple questions like: What would you expect to happen in this situation? Where do you see problems arising? Can you think of a simpler approach to get to the final desired result?

7. “Be patient. Be kind.”

Del Wood – CEO, Musictoday

If nothing else, the e-commerce industry is a highly collaborative one. Success requires teamwork and cooperating well with many other parties. While it can certainly be a high-pressure environment at times, it is important to remember that everyone is human and we are all juggling many things. A little kindness and patience can go a long way in maintaining good relationships and keeping things moving forward.


About the Author: Kaylah Rodriguez is a Social Media Marketing Specialist at Musictoday. She manages both paid and organic social campaigns as well as sweepstakes, giveaways and more.

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