Mastering eCommerce Marketing

https://youtu.be/J4ahfC49XQYIn this episode, host Eitan Koter interviews Carl Boutet, an expert in e-commerce and retail innovation. Carl shares his background in retail and e-commerce, including his experience launching Cantel with Price Club and working with Costco.ca.He discusses his passion for teaching and his involvement with the Retail Innovation Lab at McGill University. Carl also explores the e-commerce trends in Asia, including the rise of shoppable video and the integration of digital and physical experiences.He highlights the importance of the transition to a cookieless world and the opportunities and challenges of retail media. In this conversation, Carl Boutet discusses the role of artificial intelligence in retail and the concept of the retail relevance index. He also shares insights from his book, The Great Acceleration, which explores the impact of the pandemic on the retail industry.Additionally, Carl provides personal insights on finding balance and discusses his support for sustainability initiatives.Takeaways:E-commerce is rapidly evolving, and it is important for businesses to keep up with the latest trends and technologies.The blurring of digital and physical experiences is a key trend in retail, with the integration of shoppable video and the rise of immersive commerce.Asia is leading the way in e-commerce adoption, with China being a major player in the market.The transition to a cookieless world presents challenges and opportunities for advertisers and retailers, with a focus on first-party data and retail media. Artificial intelligence is a fundamental stage in the evolution of retail, similar to the introduction of websites or electricity.The retail relevance index measures differentiation through attributes such as price, convenience, delight, and purpose.The Great Acceleration explores the impact of the pandemic on the retail industry and the need for retail resilience.Finding balance and considering sustainability are important aspects of navigating emerging technologies and new business models.Chapters:00:00 Introduction and Background03:16 Passion for Teaching and Retail Innovation Lab08:27 E-commerce Trends in Asia14:21 Shoppable Video and the Transition to the Western World19:35 Blurring of Digital and Physical in Retail25:09 Integration of Shoppable Experiences in Big Screens27:33 Transition to a Cookieless World and the Rise of Retail Media33:52 The Role of Artificial Intelligence in Retail34:29 The Retail Relevance Index37:33 The Book: The Great Acceleration41:43 Personal Insights and Balance42:43 Where to Find Carl BoutetCarl's LinkedIn: https://www.linkedin.com/in/carlboutet/Download the white paper: Key Retail Innovation Learnings for SMEs, from the Bensadoun School of Retail ManagementLooking to elevate your e-commerce game with shoppable videos and social commerce? visit Vimmi at www.vimmi.net

https://youtu.be/eszo1sJI3hUIn this episode, I spoke with Jeremy Miller, Senior Director of Commerce Platform at Moda Operandi. Jeremy has over 25 years of experience launching, managing, and optimizing ecommerce platforms and businesses, including over $3.6 billion of revenue in built systems.Jeremy has a deep understanding of what it takes to build DTC and B2B businesses. He uses full digital transformation strategies by aligning engineering with business goals, hiring the ideal staff, managing international development teams, managing product strategy, and implementing effective UX/UI processes.The conversation then shifts to the role of analytics and data in e-commerce, highlighting the value of analyzing customer behavior and making data-driven decisions. The future of e-commerce is explored, with a focus on the increasing role of AI and automation.Finally, Jeremy shares a personal note about his involvement in the Blackbeard Spice Company, a pirate-themed spice rub company he co-founded.TakeawaysAligning e-commerce teams with the platform's construction leads to more efficiencies.The ideal candidate for director of e-commerce should have good business acumen, understand how systems work together, and have marketing skills.International development teams offer opportunities for 24/7 coverage and access to quality talent, but communication and cultural differences can be challenges.UI/UX design should focus on aligning with customer needs and leveraging platform capabilities.D2C and B2B environments have different requirements, but both should prioritize user experience and functionality.A well-defined process for UI/UX design and implementation, including wireframes, visual design, and testing, is crucial for success.Chapters00:00 Introduction and Background05:27 Building and Managing E-commerce Teams08:47 Aligning Engineering and Business Goals12:48 Ideal Candidate for Director of E-commerce15:26 Managing International Development Teams19:27 Product Strategy and Management24:30 Differences Between D2C and B2B Environments29:51 UI/UX Design and Implementation38:24 User Experience and UI/UX39:15 Analytics and Data41:47 The Future of E-commerce46:48 Personal Note: Blackbeard Spice CompanyJeremy's LinkedIn: https://www.linkedin.com/in/jeremymiller5/Blackbeard Spice Co: https://blackbeardsspice.com/Blackbeard Instagram: https://www.instagram.com/blackbeardsspice/Looking to elevate your e-commerce game? visit Vimmi at www.vimmi.net

https://youtu.be/xZ0Spy-OktkKunle Campbell, co-founder of Octillion, shares insights on evaluating and acquiring brands in the CPG industry. He discusses the evaluation criteria, acquisition strategy, and the importance of working capital and financing. Kunle also highlights the significance of the technology stack and operations in the acquisition process.He provides an overview of the current market conditions and the challenges faced by brands. Finally, Kunle talks about his motivation for writing the e-commerce growth strategy book and the importance of brand building and emotional intelligent marketing.In this conversation, Kunle Campbell discusses the importance of understanding emotions and building community in branding. He explains that emotions play a crucial role in triggering specific responses and creating a sense of community. By understanding the primary emotions of fear, anger, love, and a sense of community, brands can be more intentional in their communication and community-building efforts.Additionally, Kunle emphasizes the power of emotional decision-making, with 95% of daily decisions being made instinctively. He also shares a personal note about being a football coach for his son and highlights the importance of football as a language and a way to connect with others.TakeawaysWhen evaluating and acquiring brands, consider factors such as revenue, profitability, and growth trajectory.Working capital and financing are crucial for scaling acquired brands and achieving growth targets.The technology stack and operations of a brand should be carefully assessed to ensure efficiency and scalability.The current market conditions present opportunities for acquiring distressed brands, but also require careful evaluation.Brand building and emotional intelligent marketing are essential for creating a strong connection with customers and driving growth. Understanding emotions is essential in branding and community building.Primary emotions like fear, anger, love, and a sense of community can be used to trigger specific responses.Emotional decision-making plays a significant role in daily choices.Football can be a powerful tool for building connections and fostering a sense of community.Chapters00:00 Introduction and Background06:22 Octillion: Evaluating and Acquiring Brands10:46 Evaluation Criteria and Acquisition Strategy14:37 Working Capital and Financing19:47 Technology Stack and Operations23:05 Current Market Conditions29:59 Writing the E-commerce Growth Strategy Book37:37 Importance of Brand Building and Emotional Intelligent Marketing39:12 Understanding Emotions and Building Community42:07 The Role of Emotions in Branding and Community Building43:41 The Power of Emotional Decision Making44:35 Personal Note: Football Coaching45:25 Where to Find Kunle CampbellKunle's LinkedIn: https://www.linkedin.com/in/kunlecampbell/Twitter: @kunlecampbellYouTube: https://www.youtube.com/2xecommerceLooking to elevate your e-commerce game? visit Vimmi at www.vimmi.net

https://youtu.be/w7WfQ_C2l4MIn this episode, Brian Roisentul, founder and CEO of BSR Digital, shares his personal journey from a background in computer science to becoming an advertising expert. He emphasizes the importance of going back to the basics in marketing and advises brands to focus on creating a strong product and validating its demand before investing in advertising.Brian discusses the key elements of an ideal marketing strategy, including setting clear goals, developing a plan, and balancing acquisition and retention strategies. He also highlights the significance of data analysis, the impact of a cookie-less world, and the role of AI in advertising.In this conversation, Brian Roisentul shares insights on taking action and putting knowledge into practice. He emphasizes the importance of consistently doing the basics and taking daily actions to achieve success.Brian also shares personal insights about himself, including being a parent and his hobbies. He mentions his love for playing the guitar and soccer. Additionally, Brian discusses his passion for giving back and mentoring others, highlighting his involvement as a mentor on a platform called Growth Mentors.Takeaways:Focus on creating a strong product and validating its demand before investing in advertising.Develop a clear marketing strategy with specific goals and a well-defined plan.Balance acquisition and retention strategies to drive business results.Emphasize the importance of data analysis and leveraging customer feedback for effective marketing.Chapters00:00 Introduction and Background03:00 Transition from Development to Marketing06:00 Creating an Ideal Marketing Strategy09:00 Defining Success Parameters11:30 Spending Environment and Trends13:30 Budget Allocation Across the Value Chain14:30 Effectiveness of Different Media Formats18:00 Marketing Strategies for Different E-commerce Niches21:00 The Role of Data in Advertising Strategy25:00 Balancing Data and Creativity28:00 Adapting to a Cookie-less World30:00 The Role of AI in Advertising34:00 Common Mistakes in Digital Marketing38:00 Going Back to the Basics39:09 Taking Action and Putting Knowledge into Practice39:49 Personal Insights and Hobbies40:28 Giving Back and Mentoring41:25 Contact Information and Closing RemarksBrian's LinkedIn: https://www.linkedin.com/in/brianroisentul/GrowthMentor: https://app.growthmentor.com/mentors/brian-roisentulBSR Digital - https://www.bsrdigital.com/The DTC Insider podcast and newsletter - https://thedtcinsider.com/Looking to elevate your e-commerce game? visit Vimmi at www.vimmi.net

https://youtu.be/nQzScZpEDHEIn this episode, Eitan Koter interviews Jack Lindberg, Director of Analytics at the Mars Agency. Jack shares his personal journey from being a musician to entering the analytics profession. He explains the role of Amazon Marketing Cloud and how it provides valuable data for brands.The key performance indicators (KPIs) that brands focus on include incrementality, profitability, and market share growth.Jack discusses the importance of analytics teams working closely with business stakeholders and translating their data needs. He also explores the future of retail media, the impact of AI and machine learning, and the challenges of sponsored placements in LLMs.In this conversation, Jack discusses the challenges faced by new brands and startups in competing with giants like Amazon. He highlights the importance of finding a niche in the ad tech space and providing connective tissue between different advertising platforms. Lindberg also emphasizes the opportunity for technology entrepreneurs to offer ad tech infrastructure to retailers, such as shoppable video solutions.Additionally, he shares a fun fact about his involvement in NFL punting analytics and provides information on where to find him and the Mars Agency.TakeawaysNew brands and startups can compete with giants by finding a niche in the ad tech space and providing connective tissue between different advertising platforms.Technology entrepreneurs have the opportunity to offer ad tech infrastructure to retailers, such as shoppable video solutions.Understanding and leveraging unique and niche areas, like NFL punting analytics, can lead to becoming an expert in a specific field.To connect with Jack Lindberg and learn more about the Mars Agency, LinkedIn is the best platform to find him, and the Mars Agency's website is the best source of information.Chapters00:00 Introduction and Personal Journey03:00 Role at Mars Agency and Amazon Marketing Cloud09:25 Functionality of Amazon Marketing Cloud11:51 Key Performance Indicators (KPIs) for Brands17:50 Post-Analysis Phase and Recommendations26:00 The Future of Retail Media and AI35:16 Role of AI and Machine Learning in the Sector38:36 The Impact of LLMs and Sponsored Placements39:30 Competition with Giants40:14 Connective Tissue in Ad Tech41:12 Tech Infrastructure for Retailers42:26 Shameless Plug: Mars Agency43:35 Fun Fact: NFL Punting44:45 Where to Find Jack Lindberg and Mars AgencyJack's LinkedIn - https://www.linkedin.com/in/jack-lindberg1/Looking to elevate your e-commerce game? visit Vimmi at ⁠www.vimmi.net⁠⁠

https://youtu.be/l_V24-c5q5gIn this episode, I discuss with Paul Seibert, e-commerce director at SCG team, about the challenges brands face in supply chain and inventory management, the integration of ERP and e-commerce, and the emerging opportunities of shoppable video and social commerce.We explore the importance of sales in the internationalmarkets, the expansion of channels and social media, the role of video in e-commerce, and the impact of AI on the industry. The conversation concludes with a discussion on market macro conditions, digital transformation, and the importance of clearing the clutter to think ahead.TakeawaysIntegration of ERP and e-commerce is crucial for businesses to connect their front-end web stores with their back-end operations.Challenges in supply chain and inventory management include integration, accurate shipping calculations, and efficient warehouse management.International markets offer growth opportunities, but businesses need to consider sales tax and other regulations.Expanding channels and leveraging social media platforms can help brands reach new customers and increase sales.AI plays a significant role in data management, content generation, and digital transformation in the e-commerce industry. Chapters00:00 Introduction and Personal Journey02:27 Focus Areas in E-commerce Landscape03:45 Challenges in Supply Chain and Inventory Management08:37 Implementation of ERP and E-commerce Integration11:20 Intersection of E-commerce and ERP14:38 ERP Evaluation and Integration16:46 Integration of Other Applications with ERP18:34 Challenges in Supply Chain and Inventory Management19:47 International Markets and Sales Tax23:17 Expanding Channels and Social Media25:12 Role of Video in E-commerce28:28 AI and its Impact on E-commerce34:19 Market Conditions and Digital Transformation36:19 Staffing for AI and Digital Transformation39:07 Clearing the Clutter and Thinking Ahead39:57 Conclusion and Contact InformationPaul's LinkedIn - https://www.linkedin.com/in/paulseibert1/Looking to elevate your e-commerce game? visit Vimmi at www.vimmi.net⁠⁠

https://youtu.be/1zI0suFEDJ4In this episode, Atay Schulberg, Strategic Enterprise Executive at Byond XR, discusses the future of immersive commerce and the role of virtual reality in e-commerce. Atay shares his personal journey and background in e-commerce and explains how Byond XR is bridging the gap between physical and virtual retail experiences. He provides examples of use cases and highlights the importance of personalization and storytelling in engaging customers. Atay also discusses the integration of AI and machine learning in immersive commerce and the potential of metaverses in the future. He concludes by sharing his marketing approach and a fun personal fact.This conversation explores the challenges and benefits of transitioning from physical to virtual experiences. It discusses the importance of engagement and networking in virtual events and explores the technology and tools available for hosting successful virtual events. The conversation concludes with a discussion on the future of immersive commerce and how to contact Atay for further information.TakeawaysImmersive commerce is the future of e-commerce, providing engaging and personalized experiences for customers.Virtual reality and metaverses offer opportunities for brands to create immersive and interactive retail experiences.Personalization and storytelling are key elements in engaging customers and building brand loyalty.The integration of AI and machine learning enhances the customization and personalization of immersive commerce experiences.Immersive commerce is not limited to traditional online shopping but can also be applied to training, customer support, and employee engagement. Transitioning to virtual events presents challenges but also offers numerous benefits.Engagement and networking are crucial aspects of successful virtual events.There are various technology and tools available to enhance virtual events.The future of virtual events is promising and will continue to evolve.To contact Atay for more information, LinkedIn and email areChapters00:00 Personal Journey and Background05:20 Introduction to Byond XR10:04 Use Cases and Examples14:57 Designing Immersive Experiences19:37 Benefits of Immersive Commerce23:23 Integration of AI and Machine Learning27:17 Immersive Commerce in Metaverses29:50 The Future of Immersive Commerce32:40 Marketing Approach and Target Customers36:47 Personal Fun Fact37:45 Contact Information05:30 Challenges of Transitioning to Virtual Events12:15 Benefits of Virtual Events19:45 Engagement and Networking in Virtual Events26:10 Technology and Tools for Virtual Events32:40 Future of Virtual Events37:53 Contacting AtayAtay's LinkedIn - https://www.linkedin.com/in/atay-schulberg-9b1a6b4a/Looking to elevate your e-commerce game? visit Vimmi at www.vimmi.net⁠⁠

https://youtu.be/avdzfrZeLJcCynthia Nelson, an expert in video commerce and supporter of women in business, shares her insights and experiences in this conversation. The conversation covers topics such as investing in women-led companies, the current status and challenges of live shopping, the power of video commerce and social commerce, the challenges and opportunities for marketers in 2024, the role of AI in marketing, and the strategy as a service model.Cynthia also discusses her work in supporting women-led companies and the evolution of women founders in the industry. The conversation explores the rise of women founders and the impact of COVID on work flexibility. It discusses the availability of tools and resources for women entrepreneurs and the gender bias in venture capital funding. The challenges faced by women founders, including biased attitudes and expectations, are highlighted. The need for more women investors is emphasized. The success story of We Are Rosie, a company empowering women in marketing, is shared.The importance of self-care for founders and the ability to recognize potential in entrepreneurs are discussed. The conversation concludes with a focus on optimism and the importance of agility and adaptability in the tech world.TakeawaysInvesting in women-led companies can lead to higher revenue and better exits.Live shopping and video commerce have the potential to build brand loyalty and customer engagement.Data analytics and AI are crucial for marketers to understand consumer behavior and personalize messaging.Fragmentation in marketing channels requires marketers to choose their battles and focus on platforms that provide the most returns.The strategy as a service model can help startups identify gaps and implement effective strategies.Supporting women-led companies is important for promoting diversity and innovation in the industry. COVID has led to an increase in women founders as it has shown that work can be done remotely, providing flexibility for women with families.There are now more tools and resources available for women founders, making it easier and more affordable to start and run a business.Gender bias in venture capital funding is a significant issue, with less than 2% of venture capital going to women-led companies.Women founders face unique challenges, including biased attitudes and expectations, but statistically, they often outperform male-led companies.More women investors are needed to change the system and provide funding opportunities for women entrepreneurs.Self-care is essential for founders to avoid burnout and maintain their well-being.Entrepreneurs need to be able to recognize potential in others and support them in their journey.Optimism and a learning mindset are crucial for success in entrepreneurship.Agility and adaptability are essential skills in the fast-paced tech world.Cynthia Nelson, the guest speaker, has a background in surfing, skateboarding, and competitive equestrianism.Chapters00:00 Introduction and Background06:40 Investing in Women-Led Companies08:21 The Current Status and Challenges of Live Shopping12:41 The Power of Video Commerce and Social Commerce19:34 Challenges and Opportunities for Marketers in 202425:24 The Role of AI in Marketing30:28 Strategy as a Service Model31:39 Supporting Women-Led Companies32:06 Increase in Women Founders and the Impact of COVID33:00 Tools and Resources for Women Founders34:27 Gender Bias in Venture Capital Funding35:27 Challenges Faced by Women Founders36:54 The Need for Women Investors37:20 Success Story: We Are Rosie38:20 The Importance of Self-Care for Founders39:53 Recognizing Potential in Entrepreneurs41:26 Optimism and Learning Mindset42:35 Agility and Adaptability in the Tech World43:22 Personal Note: Cynthia's HobbiesCynthia's LinkedIn - https://www.linkedin.com/in/cynthianelson/Looking to elevate your e-commerce game? visit ⁠⁠https://www.vimmi.net⁠⁠

https://youtu.be/BBk2_HpEjYoDavid Tintner, CEO of Thought Leaders, discusses the challenges and solutions in the digital content sponsorship space. He shares his personal journey and the inspiration behind founding Thought Leaders, a YouTube intelligence platform. David explains how Thought Leaders uses data analytics and technology to match brands with the perfect creators for their campaigns. He emphasizes the importance of long-form content and the value it brings to both creators and viewers. David also discusses the role of AI in influencer marketing and the benefits of bootstrapping a company. In this conversation, David Tintner discusses the journey of building a technology company and the importance of delivering value. He explains how Thought Leaders started as a technology company but initially generated revenue through offering services. The profits from these services were then reinvested to grow the company. David also shares his passion for the startup journey and the challenges and rewards it brings. The conversation concludes with David providing information on where to find him and the company.TakeawaysThought Leaders connects brands and creators to create perfect matches for sponsorship campaigns.Long-form content provides higher quality and better viewer satisfaction compared to short-form content.AI is still evolving and not yet capable of completely automating important business processes.Bootstrapping can provide control and avoid the need to chase investors.Advertising remains the most important revenue source for content creators. Building a technology company requires delivering value to customers.Generating revenue through services can help fund the development of a technology platform.The journey of building a startup is challenging but rewarding.Thought Leaders can be found on their website and LinkedIn.Chapters00:00 Introduction and Personal Journey05:31 Thought Leaders: The YouTube Intelligence Platform10:19 Thought Leaders' Technology Platform and Service Component12:17 Challenges in Digital Content and Thought Leaders' Solutions15:52 Evaluating KPIs and Tracking Success in Influencer Campaigns19:17 Balancing Creative and Commercial Output for Content Creators22:35 The Future of Content Creator Income Sources30:31 The Role of AI in Influencer Marketing35:05 Short Form vs Long Form Content on YouTube40:46 Thought Leaders' Bootstrapping Journey42:12 Building a Technology Company43:18 The Journey of Building a Startup43:26 Personal Note: Something Most People Don't Know44:01 Finding Thought Leaders44:22 Closing RemarksDavid's LinkedIn - https://www.linkedin.com/in/dmtintner/Looking to elevate your e-commerce game? visit ⁠⁠www.vimmi.net⁠⁠

https://youtu.be/vn478UMvj8sIn the second episode with Dawn Chubai, the conversation shifts to the skills required for a great host in live shopping, with Dawn drawing from her extensive experience in traditional media. She emphasizes the necessity of multitasking and effectively interacting with a live audience. Additionally, Dawn discusses the importance of hosts being able to cater to diverse viewers, addressing their unique questions and concerns. The episode also introduces the concept of a live selling talent roster and its benefits for brands and agencies in finding suitable hosts. Dawn concludes with a discussion on the future of live stream shopping, highlighting the continued importance of authenticity and advanced communication skills.Takeaways:Essential skills for hosts in live selling scenarios, including audience engagement and multitasking.The importance of addressing diverse viewer needs and queries in live selling.Developing a live selling talent roster to match hosts with appropriate live stream events.Insights into the future of live stream shopping, focusing on authenticity and communication.Chapters:34:33 Importance of Effective Hosts in Live Shopping38:48 The Skills of a Great Host39:33 The Evolution of Live Shopping40:22 Skills from Traditional Media41:23 Multitasking and Interacting with the Audience42:35 Translating Information for Different Viewers43:06 Dynamic Characteristics of Live Selling43:25 The Importance of Language and Probing44:33 Repeating Information without Repetition45:52 The Power of Influence in Live Selling46:26 Creating a Roster of Live Selling Talent49:18 Initiating the Live Selling Talent Roster52:59 The Recommendation of Spending Two Hours in Live Shopping Events56:02 Creating Mini Shows within a Two-Hour Block59:55 The Future of Live Stream Shopping