Mastering eCommerce Marketing

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 LinkedInStubGroupWatch 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 LinkedInThe Email ExperienceWatch 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 LinkedInJOORWatch 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 LinkedInStewart Cohen PicturesWatch 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 LinkedInBrandRocketCorey’s free 5-day course on Amazon wholesaleWatch 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 LinkedInSparkPortalWatch 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 LinkedInWatch 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

Hey everyone, welcome back to Mastering eCommerce Marketing. I’m Eitan Koter, and today’s episode is a fun one.Eitan sits down with Vance Morris, a former Disney leader who spent over a decade crafting the kind of customer experiences people never forget. These days, he helps businesses build systems that make great service not just memorable, but also profitable - all through his Deliver Service Now brand and his “Return on Experience” approach.In this chat, Vance explains what customer experience really means - and spoiler alert, it’s not just about being nice. He breaks down how companies can turn everyday moments into something people remember and return for. One of his go-to strategies? Sending printed newsletters in the mail - yes, actual mail - and why that works better than you might think.We also get into what he learned at Disney, how systems create freedom for teams and owners, and why answering your phone (yes, answering it) is one of the best things you can do for retention.If you’re trying to keep customers coming back or want to stop competing only on price, this episode’s worth a listen.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: Vance Morris, Founder of Deliver Service Now InstituteVance Morris’ LinkedInDeliver Service Now InstituteWatch the full Youtube video here:https://youtu.be/Jfg9LLu-T5YTakeaways:Customer experience is broader than customer service.Retention requires a system to remind customers.Engagement can be achieved through offline methods.Disney's systems provide freedom for creativity.Storytelling enhances customer connection and marketing.Immediate actions can significantly improve customer experience.Differentiation is key in a competitive market.Employee satisfaction directly impacts customer experience.Creating memorable experiences doesn't have to be costly.A strong mission can guide business operations.Chapters:00:00 Introduction to Customer Experience02:17 Defining Customer Experience and Retention04:10 Implementing Effective Customer Engagement Systems09:40 Lessons from Disney: The Importance of Systems12:22 Balancing Systems with Creativity in Customer Experience16:25 Measuring Success in Customer Experience18:25 Immediate Strategies for Enhancing Customer Experience24:17 The Power of Storytelling in Customer Experience29:22 The Systematic Magic Approach to Business

This week, Eitan Koter sits down with Mona Kinal, Chief Marketing Officer at G2A.com. With two decades of experience leading global marketing teams—including roles at Viacom and Discovery—Mona now leads strategy at G2A, a platform trusted by over 30 million users worldwide.They talk about how the gaming space is influencing the way people shop online, what it takes to scale a digital marketplace across 100+ countries, and why Gen Z expects more than just ads—they want experiences. Mona also shares how G2A uses AI to protect buyers, shape marketing campaigns, and better understand what users want.It’s a conversation full of sharp takes on personalization, community-building, and how to stay competitive in a fast-changing industry.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: Mona Kinal, CMO (Executive Team Member) at G2A.COMMona Kinal’s LinkedInWatch the full Youtube video here:https://youtu.be/J6blGvJo1qgTakeaways:G2A is the world's largest marketplace for digital entertainment.The company aims to democratize digital entertainment for all users.AI plays a crucial role in enhancing security and user experience.Understanding user behavior is key to adapting marketing strategies.E-sports and influencer partnerships are vital for community engagement.A strong brand strategy is essential for market positioning.Leadership in marketing requires a balance of global and local perspectives.Personalization in marketing will continue to be a significant trend.Creativity and boldness are necessary for effective marketing campaigns.The gaming industry is rapidly evolving with new technologies and trends.Chapters:00:00 Introduction to G2A and Gaming Industry02:30 G2A's Growth and Market Positioning05:31 Adapting to Industry Changes and User Behavior10:37 Marketing Strategies in the Gaming Sector14:13 The Role of E-sports and Influencer Partnerships19:08 Leadership Style and Team Management31:31 Future Trends in Gaming and Marketing34:41 Lessons and Tips for Marketing Leaders

On today's episode of Mastering E-commerce Marketing, host Eitan Koter meets up with Ezra Cohen, an e-commerce strategist who helps brands sell more effectively online through channels like Amazon, Walmart, TikTok, and their own websites. Ezra shares what's really working right now in social commerce—especially why TikTok Shop has become such a big deal with younger customers. He also covers how to succeed with subscription services, offering clear tips on making them attractive to customers and profitable for businesses.Ezra and Eitan also talk about the importance of sustainability and how brands can use eco-friendly practices to build trust with shoppers. Plus, Ezra gives useful tips on improving mobile shopping experiences and highlights common mistakes to avoid when launching new products online.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: Ezra Cohen, eCommerce Representative at ColavitaEzra Cohen’s LinkedInColavita USAWatch the full Youtube video here:https://youtu.be/UAvi6gZSSlgTakeaways:Social commerce is becoming essential for brands to reach consumers where they spend their time.TikTok Shop is a significant player in the social commerce space, especially among Gen Z.Subscription models provide predictable revenue and enhance customer loyalty.Sustainability is increasingly important to consumers and can influence purchasing decisions.Mobile commerce is growing rapidly, with mobile devices accounting for a large portion of online sales.Voice commerce is transforming how consumers shop for everyday necessities.Augmented reality enhances the online shopping experience by allowing consumers to visualize products in their environment.Brands must optimize their websites for mobile to meet consumer expectations.Understanding customer preferences is crucial for successful subscription services.Testing and adapting products based on consumer feedback is vital for long-term success.Chapters:00:00 The Rise of Social Commerce05:46 Subscription-Based E-Commerce Models09:52 The Importance of Sustainability in E-Commerce15:07 The Growth of Mobile Commerce20:50 Transformative Voice Commerce23:32 Augmented Reality in Online Shopping26:04 Navigating Marketplaces: Amazon and Walmart27:33 Lessons Learned and Best Practices