Brisbane Digital Spotlight is a blog series that aims to shine light on the exceptional talent within the city’s digital community. With each post, I uncover a devoted individual within my network who I’ve recognised to be deeply engaged in the digital industry. Whether it be a Digital Marketer, a Developer, a Co-founder, a Project Manager, or even a Recruiter – my goal is to highlight the work these remarkable individuals do; day in, day out.
In this instalment, I caught up with the Content Specialist of Neto E-Commerce Solutions, Felicity Miller. As I’m fascinated by the constantly evolving world of e-commerce and the need for innovative digital strategies to drive online scalability, it was a pleasure to hear what great advice Felicity has for anyone looking to enter the space.
Tell us about your background, how did you end up in the digital space?
I studied Business Management (majoring in marketing) and psychology at uni, back when ‘digital marketing’ and ‘social media’ were so new they barely got a mention in the curriculum. After graduating, I took three years off to travel the world and when I was ready to come home and ‘get stuck into my career’, I applied for anything and everything in the marketing space and then some.
One of the roles I applied for was as a Digital Account Manager at a tech startup/marketing agency, YomStar, after being told about the role by a friend (Alex Walker) who was working there at the time. I was also in final round interviews for a recruiting role, and remember thinking that I was probably better suited to the recruitment role, as YomStar sounded a bit too ‘techy’ for me, and I thought – what do I know about digital? It must have been written in my stars because I took the role at YomStar, and have since worked with three other tech companies including (my current job) Neto, and I can’t get enough of the digital and tech space!
Tell us a little about Neto and the exciting work they do.
Neto isn’t just an e-commerce platform, it’s a complete retail management solution for people who are serious about growing their business. It was built to solve the problems that many retailers face—using lots of different software systems that don’t integrate or talk to each other. eBay stores that don’t talk to your e-commerce website, that in turn, doesn’t talk to your accounting software, your inventory management program, or shipping carriers. This all equals a lot of wasted time exporting, duplicating and trying to marry up information, additional humans to pay to do this work, and a fair bit of beating your head up against a wall.
Neto is the only Australian platform that provides a complete solution for retailers to sell online with e-commerce, in-store with point of sale, inventory, fulfilment and more. We released our integration with the Amazon Australia marketplace the same day as their launch last December, which was really exciting to work on from a marketing perspective. Selling in online marketplaces will be key for retailers in 2018, and Neto is prepared for that – stay tuned!
What does your role at Neto entail?
I take care of the Content Marketing at Neto – which means the planning, production and amplification of blog and other content like guides, webinars and eBooks, with the goal to educate customers and prospects about the e-commerce and retail space, and convert prospects into customers. We use a combination of internal and freelance writers and I also write content myself.
Every day is super varied at Neto and we all pitch in to get the job done, so my day to day activities can also include anything and everything from strategy sessions, to writing website copy, putting together lead nurturing email series, social media, PR, and filming staff and clients. I work with a team of eight creative and highly talented marketers and designers, and it’s fair to say they make my job an absolute delight (from both a work perspective and just because they’re a terrific bunch of people to be around).
Are there any hot industries currently emerging throughout the e-commerce space?
We’re seeing huge growth in the gifting space at the moment. Research published in the Neto State of E-commerce Report (which looks at consumer preferences and trends as well as a breakdown of e-commerce industries) found that sales in the gifting industry increased by a whopping 59% over 2017. Other emerging industries that I think we’ll see more growth in is speciality food—catering to the increasing diversity of health needs and diets for vegans, gluten free, FODMAPS, organic etc. And also baby products: there’s no better online shopper than an expectant mum, or a mum who’s awake at all hours; mums who want the best for their bubs. The other key driving force of the baby industry is that mum’s LOVE to talk, both offline and online. In fact, it’s Mummy bloggers who make up a huge chunk of the influencer space.
Do you have any valuable advice for anyone looking to start their own e-commerce journey?
This might be boring, but my best advice is to take a planned, strategic approach and make sure you have the time to invest in the business. Starting an e-commerce store isn’t a matter of just building a website and watching the orders roll in, you need to think about how to get people to come to your website with marketing, SEO, manufacturing or sourcing your products, shipping, design, the list goes on. And of course, having the right e-commerce software! This can really set you up for success or failure. Think about things like security, scalability, integration, reporting and marketing when you’re making your decision.
What’s your favourite thing about working in digital?
This is going to sound cliche, but I love that it’s always changing. There’s always new technologies, tools and trends emerging—it keeps me on my toes!
What are some of your favourite things to do around sunny Brisbane when you’re not at work?
I live close to the city and love ditching the car for a good old walk, whether it’s to work, to the West End markets on a Saturday, along the Brisbane River, or a little further afar in some of the lush mountains and bushlands.
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I’m a twenty-two year old Digital Marketing & Conversions Specialist based in Brisbane, Australia. With a passion for all things digital and tech, I aim to connect and learn from as many like-minded digital enthusiasts as possible. If you have a passion for emerging technologies and digital practices, I’d love to connect and hear your story.