Mastering eCommerce Marketing

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Chelsea Burns, better known as The Marketing Psychologist™. Chelsea has more than 17 years in marketing, holds a master’s in applied psychology from USC, and works with conscious companies to help them grow without losing sight of their values. She is also the creator of the BELONG™ Framework, a model built to help brands earn trust, create alignment, and build real connections with their audiences.Chelsea explains why integrity and authenticity are more than just nice-sounding words. For her, they are the foundation of healthy brand relationships. She shares how growing up with values like keeping your word shaped her career and why she believes authenticity means showing up fully, even when it is messy.One of the big takeaways in this conversation is the idea that marketing does not have to be manipulative. Chelsea talks about where persuasion crosses the line into manipulation and how companies can practice ethical influence that respects customer choice.We also get into the psychology of decision-making. Chelsea highlights that 95 percent of buying decisions happen in the subconscious, and she shares tools companies can use to better understand those deeper motivators. From empathy to active listening, she explains how brands can connect with the “higher version” of their customers, not just their surface-level wants.Finally, Chelsea walks us through the BELONG™ Framework and why belonging is as critical to people as food and water. For her, branding is a relationship, and when it is rooted in truth, it naturally builds confidence and trust.If you want to understand how psychology and marketing come together to create brands people truly feel connected to, this episode is for you.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Chelsea Burns, CEO + Marketing Psychologist at The Marketing PsychologistChelsea Burns’s LinkedIn | The Marketing PsychologistWatch the full Youtube video here:https://youtu.be/Ub3AjinlYSgTakeaways:Belonging is a fundamental human need, akin to food and water.Integrity in marketing is a key differentiator for success.Authenticity involves being secure in one's identity, both personally and as a brand.Non-manipulative marketing respects consumer agency and choice.Empathy is essential for understanding consumer needs and motivations.The Belong Framework helps brands build trust and connection with their audience.Ethical marketing practices lead to long-term consumer trust and loyalty.Good intentions in marketing do not always align with consumer perceptions.Building trust takes time and cannot be rushed for quick results.Effective marketing requires ongoing dialogue with consumers to understand their evolving needs.Chapters:00:00 Introduction to Ethical Marketing and Belonging02:41 The Importance of Integrity and Authenticity05:33 Non-Manipulative Marketing Explained08:37 Understanding Consumer Psychology11:21 The Belong Framework: Building Trust and Connection14:24 Navigating Brand Identity and Consumer Relationships17:16 Empathy in Marketing: Overcoming Ego20:01 The Role of Psychological Principles in Marketing22:50 Ethical Practices in Marketing25:38 Transforming Pain Points into Solutions28:33 When to Seek Help in Marketing Strategy31:29 Conclusion and Final Thoughts

In this episode, Eitan Koter welcomes Jake Levin, founder and CEO of Inflection Growth, a company that helps fast-scaling e-commerce brands reach their next big milestone. Jake was the first marketing hire at goPuff, co-founded GettaCar, and now works with brands through a hands-on, embedded marketing team model.They talk about how the e-commerce world has shifted. It’s no longer just about chasing big revenue at any cost. Today it’s about balancing growth with margins and making sure ad spend delivers a solid return. Jake explains why he says “attribution is an art and a science” and why tracking exactly what drives sales isn’t always possible. Instead, marketers need to look at the whole picture and make smarter decisions.Jake shares how his team picks the right channels by asking “Where are your customers? Which channel gives you the most effective impressions for your money?” He believes in scaling one channel well before adding new ones that can open up audiences and lift performance across the board.They also talk about the kind of people Jake hires. He looks for marketers who understand both numbers and creativity. And he shares lessons from his time at goPuff and GettaCar, from the value of showing up in communities to realizing that smooth growth doesn’t always prepare you for the bumps ahead.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Jake Levin, Founder and CEO at Inflection GrowthJake Levin’s LinkedIn | Inflection GrowthTakeaways:Progression is key in business and life.Certainty leads to more successful outcomes.Balance is essential to avoid burnout.The e-commerce landscape has shifted towards fundamentals.Data attribution is complex and often inconsistent.Understanding customer locations is crucial for targeting.Focus on high-intent channels for better results.Brand marketing becomes important after reaching certain revenue milestones.Building cross-trained marketing teams enhances effectiveness.Physical presence and community engagement drive growth.Chapters:00:00 Introduction to E-commerce Growth02:53 The Evolution of E-commerce Marketing05:35 Data and Attribution Challenges08:31 Channel Strategy and Customer Focus11:16 Balancing Brand and Performance Marketing14:14 Building Effective Marketing Teams17:01 Lessons from GoPuff and Get a Car19:38 The Embedded Marketing Model22:31 Services Offered by Inflection Growth

In this episode, Eitan Koter sits down with Dan Chorlton, CEO and co-founder of Goa Marketing. Goa Marketing is a SaaS platform that helps enterprise advertisers get more from their Google Ads budgets. Dan and his team have managed and optimized over a billion pounds in paid search, partnering with brands like MoneySupermarket to improve returns and reduce wasted spend.They start with the story behind Goa, including why the name stands for Governance, Opportunity, and Accountability. Dan explains how these three pillars guide their approach to managing campaigns at scale, from keeping track of errors to spotting new opportunities and showing leadership clear results.Eitan asks about the biggest gaps in Google Ads today, and Dan shares how automation and the right processes can make a major difference. They talk about where money often leaks out of campaigns, why testing matters, and how to set up experiments that lead to real improvements.They also discuss Google’s latest ad formats, the impact of Performance Max, and how to balance automation with control. Dan offers his perspective on why ad copy testing still matters, the importance of a strong value proposition, and how small changes can have a large impact.If you run Google Ads, whether you are spending millions a year or just getting started, you will hear clear ideas for making your budget work harder and your results stronger.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Dan Chorlton, CEO (interim) & Founding Director at GOA MarketingDan Chorlton’s LinkedIn | GOA MarketingWatch the full Youtube video here:https://youtu.be/1iapOR5IAXITakeaways:Adaptability is crucial in the ever-changing digital marketing landscape.Testing and analyzing results rigorously is essential for success.Maximizing advertising spend efficiency can lead to significant cost savings.Understanding consumer needs is key to effective marketing strategies.AI is transforming the way digital marketing is approached.Brand safety must be prioritized in automated advertising processes.Companies often overlook the importance of customer feedback in their campaigns.Effective ad copy and creative elements are vital for attracting consumers.It's important to focus on relevant keywords and exact match for lead generation.Continuous learning and adaptation are necessary to stay competitive in digital marketing.Chapters:00:00 Introduction to Dan Charlton and Goa Marketing02:53 The Importance of Adaptability in Digital Marketing05:41 Identifying Gaps in Google Ads08:49 Maximizing Spend Efficiency in Advertising11:26 Common Mistakes in Google Ads Campaigns14:20 The Role of AI in Digital Marketing17:12 Automation and Brand Safety in Advertising19:45 Navigating Changes in Google Ads22:42 Understanding Client Needs and Niche Markets25:34 Tips for Companies Starting with Google Ads28:36 Conclusion and Final Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter talks with Matt Putra, a Fractional CFO and founder of Eightx.Matt helps eCommerce and CPG businesses making between $5 and $100 million scale profitably and sustainably. His main focus is helping companies simplify finances and manage their cash flow clearly.Matt explains the critical difference between profit and cash flow, noting why having money in the bank is often more important than simply showing profits on paper.He highlights common mistakes businesses make, especially holding onto too much inventory. Matt points out how excess inventory quietly drains cash, limiting opportunities for growth.Matt also shares easy-to-follow advice on cash flow forecasting, emphasizing the value of regular financial check-ins. He believes staying financially healthy comes down to asking simple questions consistently, paying attention to key numbers, and adjusting quickly.Eitan and Matt discuss the importance of operational efficiency. Matt stresses that in today’s market, being great at the basics is essential. He suggests businesses start experimenting with top-of-funnel marketing activities to reduce customer acquisition costs, even if results aren't instantly measurable.Throughout the conversation, Matt offers practical tips that any business owner can immediately implement. His approach makes finances straightforward and manageable, even if numbers aren't your strongest suit.This episode is perfect for founders who want a clear understanding of their company's financial health without complicated jargon or stress.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Matt Putra, Fractional CFO at EightxMatt Putra’s LinkedIn | EightxWatch the full Youtube video here:https://youtu.be/4k03m3Mg0gMTakeaways:Cash flow is crucial for business survival, not just profit.Understanding the difference between cash flow and profit is essential.E-commerce and CPG companies face unique cash flow challenges.Effective cash flow forecasting involves understanding budget drivers.A fractional CFO can provide invaluable support for growing businesses.Common financial mistakes include poor bookkeeping and over-inventorying.Operational excellence is key in a tightening financial environment.Top-of-funnel marketing can significantly impact customer acquisition costs.Regularly reviewing financials can uncover opportunities for improvement.Don't be emotionally attached to underperforming products.Chapters:00:00 Introduction to Financial Clarity03:30 Understanding Cash Flow vs. Profit06:02 Cash Flow Challenges in E-commerce and CPG08:47 Best Practices for Cash Flow Forecasting11:56 The Role of a Fractional CFO13:22 Common Financial Mistakes in Business15:10 The Dangers of Over-Inventorying17:59 Preparing for Growth Amidst Chaos21:48 Navigating Financial Crises25:36 When to Hire a Fractional CFO27:53 Final Thoughts on Marketing and Growth

Today, Eitan Koter is joined by Rich Kahn, CEO of Anura.io, and a veteran in the digital marketing world. With over 31 years of experience and multiple multimillion-dollar companies under his belt, Rich has spent the last two decades focused on solving one major problem: ad fraud.He’s also been named an Ernst & Young Entrepreneur of the Year for Technology, which speaks to the level of trust companies place in his work.In this episode, Rich and Eitan talk about a challenge most marketers face without even realizing it. Whether you're running paid media, using affiliates, or investing in programmatic ads, a portion of your traffic is likely fake. Rich says the average is around 20 to 25 percent, and it can be much higher depending on the channel.He explains how bad traffic gets through, what to look for, and why things like CAPTCHA don’t offer much protection anymore. You’ll hear about the tactics fraudsters use to get paid, including human click farms and bots that mimic real users. More importantly, Rich shares what brands can do about it.He walks through how Anura helps companies figure out where fraud is coming from, how much damage it's causing, and how to stop paying for traffic that doesn’t convert. It’s not about big teams or complex systems. In most cases, it starts with a simple tag on your site and a clear plan of action.If your team is putting budget into digital ads and wondering why results aren’t lining up, this episode will help you understand where that money might be going.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rich Kahn, CEO and Co-Founder at Anura.ioRich Kahn’s LinkedIn | Anura.ioWatch the full Youtube video here:https://youtu.be/jtylO3eGgE0Takeaways:Passion is essential in business.Diligence is key to understanding your market.Loyalty to customers and staff is crucial.Ad fraud costs the industry over $140 billion annually.Fraud can reach up to 50% in certain marketing channels.Identifying fraud requires dedicated resources and technology.AI and machine learning are vital in fraud detection.Brands must continuously monitor for fraud to protect their investments.The majority of fraud comes from organized crime.Effective fraud prevention can significantly improve ROI.Chapters:00:00 Introduction to Rich Khan and His Expertise03:16 Understanding Ad Fraud and Its Impact08:21 The Mechanics of Fraud in Digital Marketing13:34 Identifying Red Flags of Fraud17:03 Innovations in Fraud Detection Technology21:43 Steps to Combat Ad Fraud27:21 Target Audience and Client Engagement30:21 Conclusion and Resources for Learning

On this episode, host Eitan Koter welcomes Wilson Zehr, CEO of Zairmail.Wilson has over 25 years in tech, innovation, and business strategy. He has helped launch eight tech startups and raised more than $60 million in venture capital.He has also spent years teaching marketing and entrepreneurship at the university level.Now, Wilson leads Zairmail. The company makes sending direct mail as simple as sending an email.In today's world, where inboxes are crowded and digital ads get ignored, Wilson believes direct mail is making a real comeback.Brands, startups, and political campaigns are turning to mail to reach people in ways that digital channels cannot.Wilson explains how direct mail cuts through the noise, reaches every home and business, and offers precise audience targeting.He shares how automation and data make it easy for brands to get the right message to the right people at the right time.Eitan and Wilson talk about how timing, good lists, and a strong offer are key to any campaign's success.Wilson brings real examples of what works and what to watch out for.His advice is practical, not just theory. He believes marketing should be about what gets results, not just chasing the latest trend.Whether you are a marketer, founder, or just curious, you will pick up clear ideas you can use right away.Tune in to learn why direct mail is back in the spotlight and how it could help your business stand out.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Wilson Zehr, Founder & CEO at ZairmailWilson Zehr’s LinkedIn | ZairmailWatch the full Youtube video here:https://youtu.be/R4nMhe6Nzo4Takeaways:Direct mail is experiencing a resurgence due to digital fatigue.It reaches every household and business six days a week.Direct mail is proactive and can engage customers at the right time.ROI is a key driver for direct mail campaigns.Understanding the customer journey is essential for effective marketing.Sales and marketing are critical for startup success.Data-driven marketing enhances targeting and effectiveness.AI should be viewed as a tool to enhance marketing efforts.Entrepreneurs need support and resources to succeed.Zairmail offers innovative solutions for direct mail automation.Chapters:00:00 Introduction to Wilson Zare and Zairmail02:41 The Comeback of Direct Mail in a Digital World05:25 Advantages of Direct Mail Over Digital Marketing07:57 Integrating Direct Mail into Omnichannel Strategies10:40 Case Study: School Bond Initiative in Oregon15:38 The Importance of Targeted Messaging18:19 Sales and Marketing in Startups21:00 The Role of Data in Direct Mail Campaigns23:34 AI in Marketing and Direct Mail28:43 Conclusion and Resources

Welcome back to Mastering eCommerce Marketing with your host, Eitan Koter.Today’s guest is Will Haire, co-founder of BellaVix, a marketplace marketing agency focused on helping brands grow on Amazon and Walmart.Will’s background is full of hands-on experience. He’s helped first-time sellers launch from scratch, and worked with big names like Instant Pot and Wilton to build serious Amazon sales.BellaVix is a Verified Amazon Advertising Partner and part of the Amazon Service Provider Network. That gives Will and his team a close-up view of what actually works for brands of all sizes.In this episode, Will talks about why a boutique, hands-on approach matters, and how being a real partner helps brands succeed.He shares some common mistakes brands make on Amazon, like worrying it will steal sales from their website or ignoring the risk of bad product listings hurting their reputation.Will also breaks down why it’s better to focus on mastering one platform instead of trying to be everywhere at once.Thinking about launching on Amazon? Will shares where to start, how to protect your brand with trademarks and Brand Registry, and which tools are actually worth using for optimization.He also opens up about what drives him: family, faith, and a passion for helping others figure out the Amazon puzzle.Will’s honest about the ups and downs of running an agency, how hard it can be to find the right team, and why he still loves being involved in the day-to-day strategy.Whether you’re just starting out or looking to take your marketplace business to the next level, you’ll find a lot of practical tips and real talk in this episode.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Will Haire, CEO & CoFounder at BellaVixWill Haire’s LinkedIn | BellaVixWatch the full Youtube video here:https://youtu.be/GqHIpUeKJI4Takeaways:Family is a core value for Will, influencing his business decisions.Spirituality helps Will navigate the highs and lows of entrepreneurship.Will's journey into e-commerce began with Google ads and SEO.Many brands misunderstand the role of Amazon in their sales strategy.Proper pricing is crucial for success on Amazon.Smaller brands can adapt quickly compared to larger corporations.Walmart presents unique opportunities for brands looking to expand.Effective communication and organization are key to agency success.Ongoing optimization tools are essential for maintaining competitive advantage.The e-commerce landscape is rapidly evolving with new technologies.Chapters:00:00 Introduction to Will Haire and Bellavix02:48 The Importance of Family and Spirituality in Business05:43 Will's Journey into Amazon and E-commerce08:49 Misconceptions About Selling on Amazon11:35 Fundamentals for Starting on Amazon14:32 Tools for Ongoing Optimization17:01 Managing Promotions and Pricing Strategies19:58 Working with Big Brands vs. Smaller Brands22:43 Walmart vs. Amazon: Opportunities and Challenges25:39 Surprises in Running Bellavix28:29 Future Opportunities in E-commerce

Welcome back! On today’s episode, host Eitan Koter sits down with John Gargiulo, the founder and CEO of Airpost. John’s company is shaking up the way e-commerce brands create video ads, using a mix of AI and real people to help businesses make a lot more content, much faster, and still keep it feeling genuine.Before starting Airpost, John built ReadySet into a major player for DTC video, helped launch global products at Airbnb, and was part of BlueStacks’ journey to over a billion downloads. He’s someone who knows both the hustle of startups and how bigger brands think about marketing.Eitan and John get real about what brands are facing right now. Everyone wants video content, but nobody wants to lose that “human touch.” John explains why Airpost blends AI with real actors and product footage, so the end result looks and feels authentic, not robotic.They talk about the real advances in AI video (like the tech that lets you make believable, audio-synced videos in minutes) and what’s still just hype. John shares why pure automation isn’t the answer, most brands actually get the best results when creative people and smart tech work together.You’ll hear why brands like DoorDash and Hims & Hers are rethinking how they make ads, and how anyone can keep up as these tools get better every week. John’s honest about what works, what doesn’t, and why you don’t have to be a tech whiz to make the most of it.If you’re looking to scale your marketing, curious about AI video, or just want to keep your brand’s content fresh and real, this conversation will give you some things to think about.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: John Gargiulo, Founder/CEO at AirpostJohn Gargiulo’s LinkedIn | AirpostWatch the full Youtube video here:https://youtu.be/Fyc7bvtwJ5sTakeaways:AI is revolutionizing video production for e-commerce brands.Gratitude and presence are essential values for success.Video content is a significant driver of internet traffic.The need for rapid video production has increased in marketing.AI can automate video creation but requires human oversight.Authenticity in advertising is crucial for consumer trust.The future of video production will blend AI and human creativity.Marketing strategies should focus on influential partnerships.Startups should prioritize long-term vision over short-term gains.The AI landscape is still in its infancy, offering vast opportunities.Chapters:00:00 Introduction to AI in Video Advertising05:04 The Genesis of Airpost and Its Mission08:31 The Evolution of AI Video Technology11:52 Airpost's Unique Business Model15:10 The Future of AI and Human Creativity22:17 Maintaining Authenticity in AI-Generated Content25:26 Marketing Strategies for AI Startups27:23 Lessons for Aspiring AI Entrepreneurs

Welcome to Mastering eCommerce Marketing. Today, Eitan Koter sits down with Justin Ware, Co-Founder and Chief Revenue Officer at Camcorder AI.Justin’s no stranger to video. He started out as a journalist, won an Emmy, and went on to build and sell companies where video was always at the core. His latest venture, Camcorder AI, helps brands and creators make short-form video faster — while keeping it real.In this episode, Justin shares how AI can take care of the time-consuming parts of video production so marketers can focus on what really matters: telling a true, human story. He talks about why audiences still want to see real people in videos, not avatars or deepfakes, and how brands can build trust by showing their authentic side.You’ll hear them break down simple ways to bring video into your day-to-day marketing — even if you’re short on time or budget. They also get into why being open about your company’s wins and struggles can actually bring people closer to your brand.Whether you’re part of a small team trying to do more with less or at a larger company looking for smarter ways to scale video content, this conversation will give you ideas to take back to your work.Let’s get started.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Justin Ware, President and Co-Founder at Camcorder AIJustin Ware’s LinkedIn | Camcorder AIWatch the full Youtube video here:https://youtu.be/bcWQHKrlHHwTakeaways:Authenticity in storytelling is crucial for connecting with audiences.AI can enhance video content without compromising authenticity.Brands should focus on transparency to build loyalty.Video marketing strategies should open a window into daily operations.Aspect ratios matter; tailor content to the viewing platform.Overcoming time and resource objections is key to video adoption.Content strategy should evolve with the product lifecycle.Entrepreneurial agility is essential for startup success.Creative agencies benefit significantly from streamlined video production.Building public is an effective way to engage with audiences.Chapters:00:00 Introduction to Justin Ware and Camcorder AI02:51 The Importance of Authenticity in Video Content05:47 Strategies for Effective Video Marketing08:35 Building Public and Brand Loyalty through Video11:24 The Role of Aspect Ratios in Video Production14:23 Overcoming Objections to Video Marketing17:21 The Evolution of Video Content Strategy20:05 Justin's Startup Journey and Leadership Style23:03 The Journey of Camcorder AI25:54 Go-to-Market Strategy for Camcorder AI

Most brands are creating too much content and saying nothing.In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Dani Dufresne, an Emmy Award-winning Executive Producer and founder of The Auxiliary Co., to talk about what actually works when it comes to video and content strategy.Dani has spent over 20 years producing for film, TV, digital, and experiential projects. She’s worked with major brands like Nike, Apple, Google, YouTube, and Sephora. Her company helps brands and agencies bring big ideas to life without the red tape of traditional production models.Instead of bloated teams and outdated processes, Dani focuses on lean, high-impact production. The goal is to build content that connects, not just content that fills a feed.She and Eitan talk about the shift away from quantity and toward meaningful storytelling. They explore why audiences are getting overwhelmed, how brands can stop adding to the noise, and why planning for video should start with a clear strategy, not just a creative brief.You’ll also hear why bringing media and creative teams together early makes a huge difference, how to get more from your budget, and why it's okay to focus on fewer platforms if it means showing up with purpose.If you're tired of chasing trends and want to build content that actually supports your brand, this episode is for you.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Dani Dufresne, Founder / Executive Producer at The AuxiliaryDani Dufresne’s LinkedIn | The AuxiliaryWatch the full Youtube video here:https://youtu.be/btgl_2Ao7aUTakeaways:Video is essential in today's marketing landscape.Storytelling is crucial for brand connection.Brands should focus on building community.A clear media budget is vital for effective marketing.Quality content is more important than cheap content.Smaller agencies are gaining traction in the market.Brands need to understand their identity and audience.Creatives seek variety in their work.The market is shifting towards quality over quantity.Agencies must adapt to the changing needs of brands.Chapters:00:00 Introduction to Dani Dufresne and The Auxiliary02:37 The Importance of Video in Marketing05:26 Storytelling and Brand Connection08:23 Best Practices in Content Planning11:20 The Role of Strategy in Video Production13:59 Building Community and Engagement17:15 Differentiation in a Competitive Market19:53 Services Offered by The Auxiliary22:44 Common Mistakes in Video Marketing25:43 The Evolution of the Market28:19 Future of Agencies and Conclusion