Getting to Know Our Digital Marketers: IM Priscil·la Serres, Ecommerce Manager
Posted: Sat Apr 19, 2025 10:01 am
My name is Priscil·la Serres and I am a former student of the Master in Digital Marketing & Ecommerce from the International Institute of Marketing . Nice to meet you!
I'll start by introducing the ecommerce I'm working with and then I'll open a short discussion on a topic I've never heard of.
I am currently the Ecommerce Manager of Iluxiform . The ecommerce iluxiform.com is an online store selling designer lamps from the market's leading brands. The project was born in 2013 with the idea of digitalizing lamp sales online . Luxiform is a company that has a store in Reus and Tortosa (Tarragona province) and decided to expand its sales channels through its website . Initially
, there wasn't much digital competition, and therefore, sales were coming in without any strategy (something that would be unthinkable today). As Britt Steuart said, doing business without advertising is like winking at a girl in the dark. You know what you're doing, but no bolivia mobile database one else can see it. So, back then, since there was no competition in the online lighting design industry, strategies didn't matter, and digital marketing wasn't considered at all . Why invest in marketing when we're already making money without doing anything?
As Britt Steuart said, doing business without advertising is like winking at a girl in the dark. You know what you're doing, but no one else can see it.
The answer comes a few years later, when the competition sees the benefits of online lamp sales and jumps on the bandwagon. They did take into account the importance of digital marketing , and when their strategies started working, the website iluxiform.com saw a clear decline in sales.
The person who was in charge of marketing at Iluxiform left her job, and the website slowly died, until I arrived, my hero cape draped over my shoulders, blowing slightly in the wind! (Note the irony.) As I mentioned before, I was hired to improve the website and thus increase sales .
At first, it's a bit daunting to go from being a student on a Digital Marketing & Ecommerce Master's at IM to being the Ecommerce Manager of an online store with responsibilities and goals to meet. But it can be done. Word of a marketer . To start, the first thing I did was hire an external IT expert to help me change the Prestashop template . In addition to helping me implement various features that couldn't be done without technical computer knowledge, we changed the template to update it much more and make it functional: in the old template, for example, the images were all pixelated . Yes, a website selling 21st-century designer lamps didn't display product images correctly . Unlike the Mercadona online website , we didn't receive orders without good images. So that was the first thing we changed.
Unlike Mercadona's online website , we didn't receive orders without good images. So that was the first thing we changed.
Next, I did the corresponding keyword research , that is, I wrote texts for the categories and managed URL redirects to add keywords. All of this was to increase SEO (I say increase, not improve, since SEO was conspicuous by its absence). In addition to doing interlinking , link building , SEM , and Google Shopping , and other English words (if you don't use English words, it seems you don't know anything about digital marketing).
The next step was to arm myself with patience while Google crawled and indexed other pages. So, taking advantage of the time, I developed social media strategies, email marketing , new product descriptions , new lamps, blog posts , etc. I can tell you that I considered myself an atheist until I fully entered the world of digital marketing . Now, Google is my God.
On the other hand, and changing the subject completely, I think there's a subject that's overlooked and yet, in real life, is very important. This should be included in every master's degree, postgraduate degree, and course. Be careful, I'm opening a debate! This subject is psychology with management.
Until we fully enter the working world, we don't realize that management has hired us to increase sales , improve positioning, etc., and doesn't or shouldn't necessarily know or understand digital marketing strategies (that's what we're here for). Perhaps the most important and difficult part of my job was explaining what I do and why I have to invest a lot of time in things that aren't previously understood.
I'll start by introducing the ecommerce I'm working with and then I'll open a short discussion on a topic I've never heard of.
I am currently the Ecommerce Manager of Iluxiform . The ecommerce iluxiform.com is an online store selling designer lamps from the market's leading brands. The project was born in 2013 with the idea of digitalizing lamp sales online . Luxiform is a company that has a store in Reus and Tortosa (Tarragona province) and decided to expand its sales channels through its website . Initially
, there wasn't much digital competition, and therefore, sales were coming in without any strategy (something that would be unthinkable today). As Britt Steuart said, doing business without advertising is like winking at a girl in the dark. You know what you're doing, but no bolivia mobile database one else can see it. So, back then, since there was no competition in the online lighting design industry, strategies didn't matter, and digital marketing wasn't considered at all . Why invest in marketing when we're already making money without doing anything?
As Britt Steuart said, doing business without advertising is like winking at a girl in the dark. You know what you're doing, but no one else can see it.
The answer comes a few years later, when the competition sees the benefits of online lamp sales and jumps on the bandwagon. They did take into account the importance of digital marketing , and when their strategies started working, the website iluxiform.com saw a clear decline in sales.
The person who was in charge of marketing at Iluxiform left her job, and the website slowly died, until I arrived, my hero cape draped over my shoulders, blowing slightly in the wind! (Note the irony.) As I mentioned before, I was hired to improve the website and thus increase sales .
At first, it's a bit daunting to go from being a student on a Digital Marketing & Ecommerce Master's at IM to being the Ecommerce Manager of an online store with responsibilities and goals to meet. But it can be done. Word of a marketer . To start, the first thing I did was hire an external IT expert to help me change the Prestashop template . In addition to helping me implement various features that couldn't be done without technical computer knowledge, we changed the template to update it much more and make it functional: in the old template, for example, the images were all pixelated . Yes, a website selling 21st-century designer lamps didn't display product images correctly . Unlike the Mercadona online website , we didn't receive orders without good images. So that was the first thing we changed.
Unlike Mercadona's online website , we didn't receive orders without good images. So that was the first thing we changed.
Next, I did the corresponding keyword research , that is, I wrote texts for the categories and managed URL redirects to add keywords. All of this was to increase SEO (I say increase, not improve, since SEO was conspicuous by its absence). In addition to doing interlinking , link building , SEM , and Google Shopping , and other English words (if you don't use English words, it seems you don't know anything about digital marketing).
The next step was to arm myself with patience while Google crawled and indexed other pages. So, taking advantage of the time, I developed social media strategies, email marketing , new product descriptions , new lamps, blog posts , etc. I can tell you that I considered myself an atheist until I fully entered the world of digital marketing . Now, Google is my God.
On the other hand, and changing the subject completely, I think there's a subject that's overlooked and yet, in real life, is very important. This should be included in every master's degree, postgraduate degree, and course. Be careful, I'm opening a debate! This subject is psychology with management.
Until we fully enter the working world, we don't realize that management has hired us to increase sales , improve positioning, etc., and doesn't or shouldn't necessarily know or understand digital marketing strategies (that's what we're here for). Perhaps the most important and difficult part of my job was explaining what I do and why I have to invest a lot of time in things that aren't previously understood.