Mastering eCommerce Marketing

Today, Eitan Koter sits down with William Gasner, CMO and co-founder of Stack Influence.William is a 6X founder, a 7-figure eCommerce seller, and has been featured in Forbes, Business Insider, and Wired.In this episode, they talk about what is really working in influencer marketing today.William explains why brands are moving away from big celebrity influencers and seeing better results with micro-creators who actually want the product.They get into product seeding, how it works, and why it creates more genuine content that performs better. William also shares how Stack Influence built a system that protects brands from losing inventory while still scaling influencer campaigns.You will hear how influencer traffic can help brands rank higher on Amazon, why external traffic matters, and how brands can set up campaigns that actually convert.Plus, William shares a few common mistakes brands make when they start out and how to avoid them.Whether you are already working with influencers or just curious how it works, this conversation breaks it down in a way that is easy to understand.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: William Gasner, Co-Founder, CMO at Stack InfluenceWilliam Gasner’s LinkedIn | Stack InfluenceWatch the full Youtube video here:https://youtu.be/8ah5JNMFnYQTakeaways:Influencer marketing is evolving towards an omnichannel strategy.Authenticity is crucial for effective influencer marketing.Building a two-sided marketplace presents unique challenges.Smaller creators often yield higher conversion rates than larger influencers.Product seeding fosters genuine promotion and engagement.Brands must have a strong online presence before launching campaigns.Understanding target audiences is key to successful influencer collaborations.E-commerce marketplaces require strategic visibility to succeed.Influencer campaigns can drive significant traffic to Amazon listings.The future of influencer marketing lies in genuine relationships and trust.Chapters:00:00 The Power of Influencer Marketing07:04 Building a Two-Sided Marketplace09:31 The Evolution of Influencer Marketing14:51 The Shift to Micro-Influencers17:52 Innovative Product Seeding Strategies18:03 Streamlined Campaign Launch Process23:31 Common Mistakes in Influencer Campaigns26:10 Omnichannel Strategies for E-commerce30:10 Finding 1Stack Influence and Final Thoughts

In this episode, host Eitan Koter sits down with Dylan Lam, founder of Omirank, a digital agency helping Amazon and e-commerce brands boost their online sales.Dylan shares how his team quickly identifies products that have real potential, even before they're officially launched. He breaks down simple ways to test product interest through Amazon and social media ads.He also explains why quiz funnels can significantly increase conversions, sharing a real example of how one brand scaled from six to seven figures using quizzes.Dylan points out common mistakes sellers often make on Amazon, like neglecting branding and not moving fast enough. He emphasizes why building a recognizable brand, instead of just selling generic items, makes a huge difference in long-term success.Lastly, Dylan highlights the advantages of TikTok ads over Amazon Live and discusses how AI is becoming an essential tool for optimizing e-commerce operations.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: Dylan Lam, Founder at OmirankDylan Lam’s LinkedIn | OmirankWatch the full Youtube video here:https://youtu.be/hzRi80mrfnwTakeaways:Curiosity drives continuous learning in e-commerce.Focus is essential to avoid distractions in marketing.TikTok is a powerful platform for driving traffic.Data-driven decisions are crucial for success.Engagement tests help validate product ideas before launch.Speed to market is a key factor for brand success.Brands must build a customer journey for retention.Quiz funnels can significantly enhance customer acquisition.AI is transforming the e-commerce landscape.Optimizing the entire system is vital for e-commerce success.Chapters:00:00 Introduction to Digital Dylan and Omirank02:00 The Importance of Curiosity, Focus, and Drive03:29 Marketing Strategies in E-commerce06:09 Identifying Winning Products for Launch09:00 Engagement Strategies Before Launch11:23 High-Performance Amazon Launch Strategies14:54 The Role of Branding in E-commerce18:50 Quiz Funnel Strategy for Customer Acquisition22:30 Data Optimization in E-commerce25:40 The Future of E-commerce and AI29:58 Conclusion and Contact Information

Welcome back to Mastering eCommerce Marketing. Today, Eitan Koter sits down with Raminta Keršulytė, founder of WFMA, a boutique agency that helps purpose-led brands scale with clarity and creativity.Raminta started out in fashion marketing but quickly got hooked on what really makes eCommerce work. In this conversation, she and Eitan talk about what actually makes brands stand out, especially in crowded markets like fashion and beauty.She breaks down why too many brands throw money at ads before fixing their websites, how A/B testing changed the way she thinks about failure, and why content without a strategy is just noise.They also talk about tech – AI, automation, and even a bit of blockchain – and how those tools are helping marketers focus smarter, not just harder.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 | YouTubeGuest: Raminta Kersulyte, Founder & Director at WFMARaminta Keršulytė’s LinkedIn | WFMAFREE Content Blueprint: 5 Steps to Creating Content That ConvertsWatch the full Youtube videohttps://youtu.be/hPsKs9j6yc4Takeaways:Storytelling is essential in both life and marketing.Freedom fuels creativity and entrepreneurship.Understanding your brand's core values is crucial.Saturated markets can inspire creativity and differentiation.Many brands overlook the importance of website conversion rates.A-B testing helps identify what works in marketing.Purpose-driven brands focus on more than just profits.Smaller brands should focus on mastering a few channels.AI can enhance research and data visualization in marketing.Retention strategies should prioritize customer feedback.Chapters:00:00 Introduction to Raminta Kershulite and WFMA05:10 The Art of Storytelling in Marketing08:01 Navigating a Saturated Market10:04 Common Mistakes in E-commerce11:15 Boosting Conversion Rates15:27 The Role of Agencies in Marketing16:10 Purpose-Driven Brands18:45 Balancing Paid Ads and Organic Marketing24:04 Technology and Innovation in E-commerce26:44 Overview of WFMA's Services28:32 Retention Strategies for Brands31:00 Creating Content that Converts

In this episode of Mastering E-Commerce Marketing, host Eitan Koter talks with Gloria Chou, an award-winning PR strategist and host of the Small Business PR Podcast.Gloria helps small businesses, especially female and BIPOC founders, get featured in media outlets like Forbes, Vogue, Oprah’s Favorite Things, and the New York Times. Her unique approach doesn’t rely on expensive ads, PR agencies, or large followings.During their conversation, Gloria shares practical ways entrepreneurs can start earning organic media coverage. She introduces her easy-to-use CPR pitching method, showing exactly how to write messages that journalists actually read and respond to.Gloria also explains why organic PR often works better and lasts longer than paid ads or influencer campaigns. She highlights common mistakes brands make when reaching out to journalists and offers clear advice on how to fix them.Whether you're new to PR or just looking for ways to get better results without overspending, Gloria’s strategies make it simple to get started right away.This episode offers clear tips for any entrepreneur who wants more visibility for their business without complicated processes or high costs.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: Gloria Chou, Founder and Chief Strategist at Gloria Chou PR LLCGloria Chou’s LinkedIn Gloria Chou PR LLCWatch the full Youtube video here:https://youtu.be/kNvdZ8YbYXoTakeaways:PR is about being seen, heard, and valued.Organic PR is more credible and sustainable than paid ads.Crafting a relevant pitch is crucial for success.The CPR framework stands for Credibility, Point of View, and Relevance.Identify the right journalists by looking for commerce or shopping editors.Timing is key; pitch seasonal products ahead of time.Common mistakes include not following up and focusing too much on product features.Press releases can establish authority and protect intellectual property.Measure PR success through SEO and traffic analytics.Building relationships with journalists can lead to long-term visibility.Chapters:00:00 Introduction to PR and Its Importance03:00 Understanding Organic PR vs. Paid Advertising05:54 Crafting a Relevant Pitch: The CPR Framework08:59 Identifying the Right Journalists and Media Outlets12:03 Timing Your PR Efforts: Seasonal Strategies14:59 Common Mistakes in PR and How to Avoid Them17:59 The Role of Press Releases in PR Strategy21:05 Measuring Success in PR Campaigns23:50 Building Long-Term Relationships with Journalists26:53 Final Thoughts and Next Steps for Founders

On this episode of Mastering E-Commerce Marketing, host Eitan Koter chats with Paula Bruno, CEO of Intuition Media Group, a true trailblazer in influencer marketing.With nearly 25 years of experience and 15 years leading Intuition, Paula has worked with brands like Canon, TikTok, GoDaddy, and the FDA. She’s helped build influencer programs that go way beyond follower count.They cover what really matters in today’s creator economy, things like building loyal micro communities, choosing influencers who can sell (not just entertain), and how to spot real engagement over vanity metrics.Paula also shares her thoughts on live shopping and shoppable video, what’s working, where the opportunities are, and how both creators and brands can tap into these trends without needing huge audiences.If you're trying to get better results from your influencer campaigns or wondering how to create stronger content partnerships, this episode is a great place to start.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: Paula Bruno, CEO at Intuition Media GroupPaula Bruno’s LinkedInIntuition Media GroupWatch the full Youtube video here:https://youtu.be/iaL_ttU8700Takeaways:Operating from a place of abundance fosters collaboration.Integrity is essential in influencer marketing.Micro communities are more valuable than sheer follower count.Brands should focus on building relationships with super fans.Shoppable content and live shopping are the future of e-commerce.Brands need to experiment with live selling events.Success in influencer campaigns requires clear KPIs.Influencers are diversifying their revenue streams.Authenticity in live events can enhance brand connection.The future may see influencers developing their own brands.Chapters:00:00 Introduction to Influencer Marketing01:19 Core Values: Integrity, Abundance, and Embracing05:04 The Evolution of Influencer Marketing10:06 Micro Communities and Their Impact12:05 The Rise of Shoppable Content and Live Shopping19:31 Misconceptions in Influencer Marketing21:52 Defining Success in Influencer Campaigns24:30 The Future of Influencers and Brand Collaborations27:05 Services Offered by Intuition Media Group

In today’s episode of Mastering eCommerce Marketing, host Eitan Koter chats with Marin Istvanic, Head of Performance Marketing at Inspire. Inspire is a boutique agency known for turning Facebook ads into serious growth for direct-to-consumer brands.Marin spent over $100 million on Facebook advertising, so he has firsthand knowledge of what actually works and what doesn’t. He’s also successfully grown his own brands, reaching impressive milestones like $30 million in revenue in just three years.In their conversation, Marin gives listeners a straightforward breakdown of recent changes happening on Facebook ads. He explains clearly how Facebook’s newest algorithms, including the shift to Advantage Shopping campaigns, affect ad performance.Marin also reveals common pitfalls that brands frequently fall into, like neglecting customer reviews or misunderstanding their target audience and how to avoid these costly mistakes.Beyond strategies and tactics, Marin shares why consistency and customer insights matter most in performance marketing. He emphasizes that Facebook ads alone won’t fix a weak product or poor offer; the foundation of the business must be strong.Whether you’re just getting started or looking to sharpen your ad strategy, Marin offers practical and honest advice on creative formats, testing methods, and simple adjustments that lead to measurable results.Tune in to this episode if you're ready for a no-nonsense guide to making your Facebook ads deliver real growth, straight from someone who’s done it successfully, again and again.This conversation might just simplify your approach to Facebook ads and help your brand finally reach its potential.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: Marin Ištvanić, Senior Media Buyer at Inspire Brands GroupMarin’s LinkedInMarin’s YoutubeInspire Brands GroupWatch the full Youtube video here:https://youtu.be/TBMkPBb7Pu0Takeaways:Freedom allows flexibility in work and life.Consistency is the key to mastering any skill.Facebook's new algorithm will automate ad serving.Understanding customer insights is crucial for effective ads.Common mistakes include outdated setups and poor targeting.Creative diversification is essential for successful campaigns.Monitoring performance metrics helps identify issues.Launching a brand requires understanding market demand.Video ads are effective for problem-solving products.Start learning through practical experience and community engagement.Chapters:00:00 Introduction to Marin Istvanic and His Journey02:52 The Importance of Freedom, Consistency, and Balance05:45 Changes in Facebook Ads: The Andromeda Algorithm09:02 The Evolution of Media Buying Roles12:05 Common Mistakes in Facebook Advertising15:01 Creative Strategies for Effective Advertising17:59 Targeting and Market Insights for Facebook Ads21:01 Launching and Scaling Brands: Marin's Experience23:57 Tools and Metrics for Monitoring Ad Performance26:48 Advice for Aspiring Media Buyers

Today’s guest knows exactly why your customers aren’t buying and she’s not afraid to say it. Eitan Koter chats with Angela Gearhart, Chief Experience Officer at MediaMax, who’s helped brands go from stuck to scaling by making customer experience actually mean something.Angela breaks down why “value” isn’t about price, what most brands get wrong about loyalty, and how to figure out what makes your brand truly different. They also get into unified commerce, AI, and why your website alone isn’t going to cut it anymore.If you’re trying to connect the dots between product, messaging, and what your customer actually cares about, this episode will help you get there.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: Angela Gearhart, Chief Experience Officer & Co-Founder at MediaMaxxAngela Gearhart’s LinkedInMediaMaxxWatch the full Youtube video here:https://youtu.be/nIfAIXAZJDYTakeaways:Curiosity, empathy, and creativity are essential in retail today.Value creation is crucial in uncertain economic times.Shopping experiences must be seamless and frictionless.Community goes beyond loyalty; it fosters advocacy.Existing customers are the richest source of sales.Retail has transformed; it's no longer just about physical stores.AI is a powerful tool but requires clear objectives.Unified commerce focuses on seamless shopping experiences.Retailers must clarify their sales strategies and tactics.Understanding consumer insights is key to successful marketing.Chapters:00:00 Introduction to Angela Gearhart03:15 The Evolving Retail Landscape08:51 Understanding Consumer Value12:54 Finding True Differentiators20:26 Unified Commerce Explained24:46 Challenges in Retail Today27:26 Exciting Trends in Marketing and AI

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 LinkedInBehavio LabsWatch 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 LinkedInSeventh Wave Stories  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 LinkedInVaynerMediaWatch 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