Mastering eCommerce Marketing

Most people aren’t shopping when they see your ad.So why are you only marketing to the ones who are?In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jiri Boudal, CEO of Behaviour Labs, a company helping over 400 brands tap into the subconscious mind to grow smarter, not just louder.Jiri shares why traditional ad testing often misses the mark, how most surveys ask the wrong questions, and what really gets a brand stuck in a “performance plateau.”He breaks down the 95/5 rule (only 5% are buying right now), and how the other 95% still matter a lot. You’ll hear why memory, emotion, and fast associations drive most purchases and how to shape your marketing around that.They also talk about brand codes, like sounds, colors, and characters, and why repeating them (instead of reinventing the wheel every quarter) is the best move for staying top of mind.If your team is stuck tweaking campaigns and chasing short-term ROAS, this one’s a reset. It’s practical, human, and full of ways to make your brand easier to remember, and easier to choose.And yes, Yoda, Coca-Cola, and a few strong feelings about jingles all make an appearance.Press play and find out how the brands that win in 2025 are building for the brain, not just the click.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Jiri Boudal, Founder, Managing Director & Co-founder at Behavio LabsJiri Boudal’s LinkedIn: https://www.linkedin.com/in/jiriboudalBehavio Labs: https://www.behaviolabs.com/Watch the full Youtube video here:https://youtu.be/Us3ZUPsdoygTakeaways:Understanding is key in entrepreneurship and marketing.Subconscious insights can outperform traditional consumer research methods.System 1 thinking drives most consumer decisions.Brand marketing is essential for long-term growth.Mapping memory building is crucial for effective marketing.Distinctive brand codes enhance brand recognition and recall.Emotional marketing amplifies consumer engagement.Repetition in advertising strengthens brand memory.Brands should focus on unmet consumer needs.Creativity in branding should align with consistent brand codes.Chapters:00:00 Introduction to Behaviour Labs and Subconscious Insights02:07 Understanding Subconscious Insights vs. Traditional Research08:31 The Role of System 1 in Consumer Decision Making10:09 The Importance of Brand Marketing14:13 Mapping Memory Building in Marketing21:31 Distinctive Brand Codes and Their Impact

Today on Mastering eCommerce Marketing, Eitan Koter sits down with Alice Brown, the founder of Seventh Wave Stories. Alice is a messaging strategist and copywriter who made a unique leap from 12 years of coaching surf and ski to helping brands communicate in a way that actually connects with people.In this episode, Alice shares how her coaching background helped her understand emotional blocks and human motivation, skills she now uses to craft marketing messages that feel real, not robotic. She talks about why brand messaging often falls flat and how to fix it using real customer language, not guesswork.They also go over Alice’s three-part checklist for uncovering strong brand messages: looking at what’s stopping customers, understanding what drives them deep down, and how they want to be seen in the world. It's simple, clear, and helps you write better copy across websites, emails, and ads.If you’ve ever struggled to explain what your brand is about or just want your messaging to sound more human, this one’s 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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Alice Brown, Founder, Messaging Consultant + Senior Copywriter at Seventh Wave StoriesAlice Brown’s LinkedIn: https://www.linkedin.com/in/alice-brown-big-ideas Seventh Wave Stories: https://7th-wave.co/  Watch the full Youtube video here:https://youtu.be/JSQJn9hyjisTakeaways:Alice's journey from surf coaching to marketing is unique.Outdoor experiences provide clarity and inspiration.Community and networking are vital for self-employed individuals.Understanding customer hesitations is key to effective messaging.The 'big idea' is a powerful concept in marketing.Emotional connections drive customer decisions.Customer interviews reveal valuable insights for messaging.The three-step framework focuses on obstacles, motivations, and worldviews.Measuring success in messaging requires clear KPIs.Seventh Wave Stories emphasizes storytelling in brand messaging.Chapters:00:00 Introduction to Alice Brown and Her Journey02:53 The Importance of Outdoor Experiences and Community06:02 Transitioning from Coaching to Marketing08:46 Understanding Customer Obstacles and Hesitations12:02 The Concept of the Big Idea in Marketing14:55 Balancing Emotion with Product Details17:55 The Three-Step Framework for Messaging20:55 Exploring Customer Worldviews24:07 Finding and Validating the Big Idea27:12 Measuring Success in Messaging29:58 Seventh Wave Stories: Services and Philosophy

What do Walmart, Amazon, TikTok, and your favorite YouTuber have in common? They're all players in the growing world of retail media. Today’s guest, Mike Feldman from VaynerMedia, knows exactly how to make them work for your brand.In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Mike, who leads global retail media at Vayner. Mike’s done it all, from building media teams at Dentsu to running shopper marketing at Georgia-Pacific, and he brings real perspective on what’s working (and what’s not) in today’s fast-changing commerce space.They talk about why ROAS can be a trap, how most brands are spending big on sponsored search without real impact, and why creators and affiliates are the ones to watch right now. Mike shares why live shopping isn’t just a trend, and how retailers can use social content to drive real results, without overthinking it.If you’ve been hesitant to jump into video, creator-led campaigns, or live selling, this conversation will make you think twice. It’s full of simple, actionable ideas and no-BS takes on where retail media is headed next.Also… yes, Mike journals every day. And once you hear him talk about strategy and connection, that fun fact will make total sense.Hit play and get ready for a fresh look at how retail, social, and content are coming together in 2025.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Mike Feldman, SVP, Global Head of Retail Media at VaynerMediaMike Feldman’s LinkedIn: https://www.linkedin.com/in/mike-feldman-9962b230 VaynerMedia: https://vaynermedia.com/ Watch the full Youtube video here:https://youtu.be/yW-iHSr6QUcTakeaways:Connection, creativity, and charisma are essential for success.Retail media is thriving despite economic challenges.Success in retail media is defined by revenue and margin growth.Data plays a crucial role in targeting and measurement.Social commerce is a significant opportunity for brands.Creator affiliates can drive sales and engagement effectively.Retail media strategies must be integrated across teams.Live shopping creates emotional connections with consumers.Retail media is a mature market, accounting for 30% of digital spend.Future trends include a focus on platform mastery and content to commerce.Chapters:00:00 Introduction to Retail Media and Personal Mantras04:18 Current State of Retail Media06:03 Defining Success in Retail Media09:43 Challenges in Offline Retail Media11:22 The Role of Data in Retail Media13:28 The Rise of Social Commerce16:22 Creator Affiliates and Content to Commerce20:19 Integrating Retail Media Strategies22:26 VaynerMedia's Approach and Services25:12 Future Trends in E-Commerce and Retail Media27:13 Category-Specific Insights in Retail Media29:41 The Importance of Live Shopping

On this episode of Mastering E-Commerce Marketing, host Eitan Koter sits down with John Horn, the CEO of StubGroup, a top 1% Google Partner agency known for helping brands turn struggling ad accounts into high-performing machines. John brings a direct, practical approach to paid media, focusing on what actually works and how to stop wasting budget.They cover why so many campaigns miss the mark early on, how to set up success before launching, and why measuring the right things matters more than ever. John also explains how PPC can be used to test product-market fit, how to catch tracking issues before they cost you, and where automation helps versus where it hurts.This is a helpful conversation for anyone who wants more from their ad spend and fewer headaches along the way.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: John Horn, CEO & Managing Partner at StubGroupJohn’s LinkedIn: https://www.linkedin.com/in/johnjhorn1StubGroup: https://stubgroup.com/Watch the full Youtube video here:https://youtu.be/L6a6AL4CgpsTakeaways:Integrity is crucial in agency-client relationships.Businesses often enter PPC with unrealistic expectations.Defining success metrics is essential for PPC campaigns.Tailoring strategies based on business stage is key.Conversion rate is a primary metric for success.Analyzing existing campaigns helps identify issues.PPC can be used for quick market research.Iterate campaigns based on data collected.Landing pages must be optimized for conversions.The role of PPC specialists is evolving with automation.Chapters:00:00 Introduction to PPC Mastery02:45 Common PPC Mistakes and Success Metrics04:46 Tailoring PPC Strategies for Different Business Stages07:42 Key Performance Indicators in PPC Campaigns09:26 Analyzing Existing Campaigns for Improvement12:05 Using PPC for Market Research14:13 Iterating Campaigns Based on Data16:47 Optimizing Landing Pages for Better Conversion18:53 The Evolving Role of PPC Specialists21:29 Overview of StubGroup and Industry Changes23:39 Teaching and Sharing Knowledge in PPC

This week, Eitan Koter chats with Jason Donapel, the guy behind The Email Experience and millions in revenue generated through email and SMS, without annoying people or flooding inboxes with junk.Jason breaks down what makes retention actually work in 2025. He’s not here for gimmicks or endless discount pop-ups. Instead, he talks about treating retention like relationship-building, why most brands get stuck in "blast mode," and how to design flows that feel more human and convert better because of it.It’s part common sense, part technical breakdown, and all stuff you can actually use.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Jason Donapel, Chief Operating Officer at The Email ExperienceJason’s LinkedIn: https://www.linkedin.com/in/jason-donapel The Email Experience: https://www.jasondonapel.com/Watch the full Youtube video here:https://youtu.be/6a2NsWEv99ATakeaways:Retention marketing is about building relationships, not just transactions.Email and SMS are powerful channels for retention marketing.Metrics like messages sent and revenue per message are crucial for measuring success.Automated messages can significantly increase revenue compared to traditional campaigns.Personalization in messaging leads to better customer engagement and sales.Understanding your audience's needs is key to effective marketing.List growth strategies should focus on adding value to the customer experience.Lead magnets should align with the brand's identity and target audience.SMS marketing should be used selectively due to its cost.Adapting to changes in marketing technology is essential for success.Chapters:00:00 Introduction to Retention Marketing03:07 The Importance of Retention in E-Commerce06:05 Metrics for Measuring Retention Success09:06 Strategies for Effective Messaging12:11 Personalization and Automation in Marketing15:09 The Role of AI in Email and SMS Marketing17:48 Deliverability Challenges and Solutions20:53 Growing Your Email and SMS List24:02 Lead Magnets and Community Building27:09 Email vs. SMS: Channel Strategies30:04 Adapting to Change in Marketing31:04 Conclusion and Resources

This week, Eitan Koter talks with Amanda McCormick Bacal. She’s gone from building brand stories at Ralph Lauren to leading global marketing at Joor, one of the biggest digital wholesale platforms in fashion.They get into what’s changing in B2B, how wholesale and D2C work better together than people think, and what today’s fashion buyers are really looking for. Amanda also shares what data from thousands of brands is telling us about what’s selling, who’s buying, and why it matters.If you’re in fashion, retail, or just figuring out the next move for your brand, you’ll want to tune in.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Amanda McCormick Bacal, Senior Vice President and Global Head of Marketing at JOORAmanda McCormick Bacal’s LinkedIn: https://www.linkedin.com/in/amanda-bacal JOOR: https://www.joor.com/Watch the full Youtube video here:https://youtu.be/XxSi9AG9kSgTakeaways:Dedication, empathy, and creativity are key values.The pandemic accelerated digital transformation in retail.Joor connects over 14,000 brands with 650,000 buyers globally.Buyers now expect digital convenience in B2B transactions.Independent retailers are increasing their market share.Brands are shifting focus from D2C to wholesale for profitability.Data insights reveal trends in consumer purchasing behavior.B2B marketing shares similarities with B2C strategies.Global marketing requires localization and understanding of local markets.Investing in technology can unlock efficiency and value.Chapters:00:00 Introduction to Fashion Marketing and Digital Wholesale02:15 Transitioning from Brand to B2B Marketing03:29 Understanding Jor: The Digital Wholesale Platform04:25 Impact of D2C on B2B Wholesale Operations07:48 Trends in Independent Retailers10:51 The Shift from D2C to Wholesale14:06 Insights from Data: Consumer Behavior Trends19:09 B2B vs B2C Marketing Strategies23:09 Global Marketing: Localization and Strategy25:19 In-House vs Agency Marketing Decisions26:37 Advice for Brands in the Evolving Wholesale Landscape30:01 Evaluating and Selecting Wholesale Partners

Today on Mastering E-Commerce Marketing, host Eitan Koter sits down with Stewart Cohen, the owner, executive producer, and director at Stewart Cohen Pictures, an award-winning production company focused on commercial storytelling. Stewart also leads Superstock, one of the largest media licensing houses, so he really knows how to work with visuals in a way that connects with people.In this episode, Stewart shares how he approaches video production in a world that’s moving fast and full of distractions. From traditional commercials to TikToks and vertical video, he talks about what still works, what’s changed, and why staying authentic matters more than ever.They also get into how Stewart works with agencies and brands to create content across different formats and channels, without losing the story. He offers thoughts on what makes a great video, how to work better with talent on camera (especially when they’re not professionals), and why collaboration is everything.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Stewart Cohen, Director/DP/Photographer at Stewart Cohen PicturesStewart Cohen’s LinkedIn: https://www.linkedin.com/in/stewartcohenStewart Cohen Pictures: https://www.stewartcohen.com/Watch the full Youtube video here:https://youtu.be/PbHvzOtKwpUTakeaways:Good values, fun, and engagement are essential.Video storytelling has evolved from traditional formats to social media.Engagement with clients and talent is crucial for success.Shorter videos require concise storytelling without losing depth.Technology has streamlined the production process significantly.Authenticity in campaigns resonates with diverse audiences.Practicing in front of a camera can improve on-screen presence.Video serves as a powerful medium for brand storytelling.Finding the right production partners is key to success.Video is essential for building long-term customer relationships.Chapters:00:00 Introduction to Video Storytelling02:24 The Evolution of Video Content04:20 Onboarding and Client Engagement09:30 Collaboration with Production Companies12:47 Creating Authentic Campaigns15:42 Tips for On-Camera Presence19:50 Business vs. Entertainment in Video23:20 Common Mistakes in Video Production25:17 The Importance of Video in Marketing26:12 Overview of Superstock30:49 Conclusion and Future Insights

Welcome back to Mastering E-Commerce Marketing. Eitan Koter’s hosting today’s episode, and he’s joined by Corey Ganim, the guy behind Brand Rocket and The Wholesale Network.Corey started his Amazon journey after leaving his job at IBM, and now he’s sold over $13 million worth of products through wholesale. But it didn’t happen overnight. In this episode, he shares how he built his business step by step, how he landed brand deals by just showing up consistently, and why sometimes the least “cool” products are the best ones to sell.It’s one of those chats that clears up a lot of confusion about Amazon selling,  especially wholesale, and shows what really goes on behind the scenes.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Corey Ganim, Managing Partner at BrandRocket eCommerce Retail/DistributionCorey Ganim’s LinkedIn: https://www.linkedin.com/in/corey-ganimBrandRocket: http://www.gobrandrocket.comCorey’s free 5-day course on Amazon wholesale: https://freewholesaleguide.comWatch the full Youtube video here:https://youtu.be/-3fhTdjKMmMTakeaways:Corey left his corporate job to pursue Amazon wholesale full-time.He generated over $13 million in revenue since 2019.Building relationships with suppliers is crucial for success.Follow-up is key; persistence pays off in sales.Amazon wholesale is easier than private label due to existing demand.Understanding market demand is essential before sourcing products.Effective communication is vital when approaching suppliers.Marketing strategies should leverage existing product demand.Focusing on less competitive niches can yield better results.Corey offers a free course to help others start in wholesale.Chapters:00:00 Introduction to Corey Ganim's Journey02:11 The Decision to Leave Corporate Life07:22 Building a Successful Amazon Business09:12 Understanding Amazon Wholesale vs. Private Label12:45 Approaching Suppliers Effectively16:57 The Importance of Follow-Up in Sales19:23 Marketing Strategies for Amazon Products24:33 Criteria for Selecting Wholesale Partners27:52 Focusing on Tools and Automotive Brands30:08 Corey's Free Wholesale Course and Resources

On this episode of Mastering eCommerce Marketing, Eitan Koter chats with Daniel Borba, the CEO of Spark Portal. His company helps brands turn video content into a tool that brings in leads, builds relationships, and helps close deals.Daniel has been working in video for a long time and shares what really moves the needle. They talk about using video to meet your audience where they are, how to avoid focusing too much on production quality, and why videos need to be built around real problems, not just products.He also explains how Spark Portal moved away from project-based work and into ongoing partnerships with clients, helping them learn what actually works over time.If you’ve ever wondered why some videos perform and others don’t, this episode will make it clearer.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Daniel Borba, Chief Executive Officer at SparkPortalDaniel Borba’s LinkedIn: https://www.linkedin.com/in/danielborba SparkPortal: https://sparkportal.com/Watch the full Youtube video here:https://youtu.be/PzBUaIKTxWMTakeaways:Video is becoming cheaper and more accessible, but the quality bar is rising.Relevancy in video content is crucial for engaging the target audience.Companies often focus too much on either the top or bottom of the marketing funnel.Qualitative feedback is as important as quantitative data in video marketing.Thought leadership content works well at the top of the funnel.Short, engaging videos are essential for lead generation.Long-form content can be effective for deep dives and webinars.Measuring watch-through rates helps assess video relevance.Video serves as a key differentiator in competitive markets.A strategic approach to video marketing is necessary for long-term success.Chapters:00:00 Introduction to Video Marketing and Its Importance07:09 Understanding the Marketing Funnel13:04 Common Mistakes in Video Marketing15:25 Video Strategies for Different Funnel Stages20:05 Long-Form Content and Its Role21:54 Measuring ROI of Video Content30:29 Business Model Evolution at Spark Portal

In this episode, Eitan Koter welcomes Marques Ogden, former NFL athlete and now a business coach, speaker, and host of Get Authentic with Marques Ogden. After a tough fall post-football, Marques rebuilt his life and career from scratch.They talk about how real leadership is less about control and more about listening, respecting others, and staying grounded in your values. Marques also shares how he works with Fortune 500 companies to improve communication, mindset, and team dynamics — not with a magic formula, but with honesty and consistency.You’ll also hear about his “Success Cycle” — a simple but powerful approach built on ambition, drive, and hard work. It’s a great conversation that keeps things real and down-to-earth.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Marques Ogden, Podcast Host of Get Authentic With Marques ShowMarques Ogden’s LinkedIn: https://www.linkedin.com/in/marquesogdenWatch the full Youtube video here:https://youtu.be/Tc5sIiB6Wn8Takeaways:Alignment is crucial for personal fulfillment.Respect in business fosters better relationships.Values shape company culture and direction.Building a successful team takes time and effort.Authenticity is about being true to oneself.Servant leadership prioritizes the needs of others.Effective communication is key to organizational success.Ambition drives personal and professional growth.Hard work is essential for achieving dreams.Gratitude can transform one's perspective on life.Chapters:00:00 Introduction to Resilience and Authenticity05:24 The Importance of Alignment, Respect, and Values10:53 Lessons from the NFL: Team Building and Business15:55 Authenticity and Servant Leadership20:40 Communication Challenges in Organizations24:45 The Success Cycle: Ambition, Drive, and Hard Work30:01 Building a Business: Journey and Vision