Mastering eCommerce Marketing

Hello listeners and welcome to another episode of eCom Pulse. Today our host Eitan Koter chat with David Popovich, a seasoned e-commerce entrepreneur who has carved out an exclusive space in the world of e-commerce and marketing. David shares his journey, transitioning from a corporate marketing career at ClubMed to becoming a successful e-commerce entrepreneur.One of David's standout successes is his niche brand, Wolfstuff, which capitalized on the deep passion of people have for wolves. By identifying this underserved market and carefully curating products that resonated with wolf enthusiasts, David was able to build a thriving business. David also shares the creation of his self-defense brand, My Bodyguard, which addresses a significant pain point for women, providing them with tools to feel more secure.David explains the importance of thorough audience research, how to effectively validate product ideas before fully committing, and the critical shift from dropshipping to building authentic, customer-centered brands. David highlights the need to focus on niches with real pain points, and how doing so can lead to sustainable, successful businesses.Whether you are looking to enter or grow within the e-commerce space, this episode contains practical advice and actionable strategies from someone who has experienced the journey and knows what it takes to succeed.David’s story is a testament to the power of perseverance, research, and a keen eye for untapped opportunities.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: David Popovich, Founder of Trust The Brokers. Helping online business owners to maximize their multiples on Exits.LinkedIn: https://www.linkedin.com/in/david-popovich/My Bodyguard – https://www.mbg.co.il/Watch the full Youtube video here:https://youtu.be/yjWGwcTRgw0Takeaways:Finding a niche and building a brand with a loyal audience is crucial in e-commerce.Market research, including manual methods like social listening and investigating communities, is essential for understanding customer needs.Validating ideas and understanding customer preferences before launching a product can lead to success.Identifying a passionate community and being the first to market with a unique product can give a competitive advantage. Timing is crucial when launching an e-commerce store, especially during peak shopping seasons like Black Friday and Christmas.Understanding your audience and their preferences is key to creating successful products and designs.Market research and customer-centricity are essential in building a sustainable online business.Light Funnels is a platform that combines the features of Shopify and ClickFunnels, optimizing sales funnels and increasing average order value.Scaling and exiting an e-commerce business require factors such as organic traffic, return customer rate, and having an exit strategy.Chapters:00:00 Introduction and Background02:01 The Trigger for Change04:45 Excitement in the Digital Commerce Industry08:48 First Initiative and Project13:57 Market Research and Idea Validation24:21 Identifying a Passionate Community28:30 Understanding Your Audience and Designing Successful Products33:29 Creating Unique Bundles to Differentiate Your Store36:31 Optimizing Sales Funnels and Increasing Average Order Value with Light Funnels41:09 Scaling and Exiting E-commerce Businesses

In this episode of eCom Pulse, our host Eitan Koter talk with Scott Lux, Executive Vice President, Global E-commerce and Technology at Esprit. Scott brings years of experience from both the tech and marketing sides of the industry, offering a deep understanding of how brands can thrive in today’s challenging environment.We explore how companies can effectively balance innovation with operational efficiency, particularly in an era of rising costs and shifting consumer expectations.Scott emphasizes the importance of having a clear brand purpose, supported by data-driven strategies and a strong marketing foundation. He also sheds light on the evolving roles of marketing and technology leaders, the challenges of managing modern marketing tools, and why a strong content strategy is essential for success.Scott’s insights into leveraging data to refine customer experiences, his perspective on the future of paid media, and practical advice for navigating the complexities of today’s retail landscape make this episode a must-listen for e-commerce professionals.Whether you're looking to optimize your tech stack or better understand consumer behavior, Scott’s experience offers actionable takeaways to help drive your business forward.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Scott Lux, Executive Vice President, Global E-commerce and Technology at Esprit.LinkedIn: https://www.linkedin.com/in/scottlux/Newton Baby – http://www.esprit.com/Watch the full Youtube video here:https://youtu.be/d4HwqCaDzj8Takeaways:Focus on data architecture and structure to enable effective decision-making.Stay curious and actively seek knowledge and insights from peers and industry events.Rethink marketing strategies and explore alternatives to traditional paid media.Prioritize customer experience and integrate retention efforts with acquisition goals.Emphasize transparency and strong leadership to foster a positive work culture.Chapters:03:10 Specialization in the Fashion Industry05:05 Balancing Technology and Marketing Roles08:34 The Importance of Storytelling and Content Creation10:37 Understanding Consumer Sentiment and Improving Brand Perception13:35 Processing Data and Making Informed Decisions15:19 Managing Rising Costs and Evaluating Technology Providers18:31 Balancing Operational Excellence and Innovation20:16 Streamlining Marketing Tools and Processes30:46 Marketing Channels and the Challenges of Paid Media37:19 Management Skills and the Future of Work41:19 Scott Lux's Fun Fact and Closing Remarks

In this episode of eCom Pulse, our host Eitan Koter welcomes Kait Stephens, CEO and co-founder of Brij. Brij helps brands reclaim customer data lost to retail & marketplaces & drive retail velocity through mobile-optimized experiences.Kait is a leading voice in e-commerce and omnichannel strategies. Known as the "Omnichannel Queen," Kait also hosts The Omnichannel Marketer podcast and is an active angel investor.In this episode, Kait shares her journey from private equity investing at PIMCO to co-founding Brij with her partner Zack Morrison at Harvard Business School. She discusses the challenges and opportunities she identified in the retail landscape, particularly the lack of data and personalization in omnichannel shopping.Kait explains how Brij bridges the gap between offline and online shopping experiences, using innovative tools like QR codes for better customer engagement and data collection.Kait also offers valuable advice for brands starting their retail journey, emphasizing the importance of omnichannel strategies, leveraging LinkedIn for building retail relationships, and the role of data in enhancing customer experiences.Tune in to learn from Kait's experience and gain practical advice for navigating the evolving retail and e-commerce landscape.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Kait Stephens, CEO and co-founder of Brij.LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/Newton Baby – https://www.brij.it/Watch the full Youtube video here:https://youtu.be/8jRGcDTSXzcTakeaways:Omnichannel marketing is crucial for brands to meet customers wherever they want to shop.Collecting data and building direct relationships with customers is essential for brand success.The decision to go D2C or retail depends on the product category and consumer behavior.Being a founder requires grit and the ability to overcome imposter syndrome.Women founders can balance motherhood and entrepreneurship with the right mindset and support.LinkedIn is a powerful platform for building a founder brand and generating leads.Chapters:00:00 Introduction and Background03:41 The Power of Omnichannel Marketing06:22 Unique Approach to Data Collection and Customer Relationships09:20 D2C vs Retail: Choosing the Right Path15:08 Overcoming Imposter Syndrome as a Founder31:52 Building a Founder Brand on LinkedIn

https://youtu.be/EWlvYgOnNM8In this episode of eCom Pulse, our host Eitan Koter welcomes Rusty Speidel, a digital marketing expert with a very unique background. Rusty works as Global Director, E-Commerce at Caspari, a company renowned for its high-end paper products that enhance home events and celebrations.He shares his journey from being a musician to becoming a leader in digital marketing and e-commerce, highlighting how his creative background aids in structuring and designing user-friendly digital experiences.Rusty discusses Caspari's significant shift from a traditional wholesale model to expanding into online retail, emphasizing the challenges and strategies involved in this transition. He explains the importance of being customer-centric, focusing on the needs and preferences of their audience to create engaging and effective marketing campaigns.Rusty also discusses how to utilize email marketing effectively, which has proven to be successful by showcasing their beautifully designed products and providing practical content.Additionally, Rusty introduces the use of AI-driven tools that help Caspari gain better data insights and optimize their user experience.This episode offers practical strategies for enhancing your digital presence and improving customer engagement. Tune in to learn from Rusty's extensive experience in digital marketing and his innovative approaches at Caspari.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Rusty Speidel, Global Director, E-Commerce at Caspari.LinkedIn: https://www.linkedin.com/in/rustyspeidel/Newton Baby – http://www.casparionline.com/Takeaways:Rusty's music background has influenced his career in digital marketing, emphasizing the importance of patterns, structure, and emotional intelligence in user experience design.The transition of Caspari from offline to online presents challenges in system-based and mindset-based aspects, requiring a shift towards customer-centric strategies.Email marketing plays a significant role in customer retention and engagement, with a focus on targeting existing customers and providing value-driven content.Tools like Klaviyo and Retention are utilized for data analysis, customer segmentation, and enhancing the user interface to align with customer preferences.Rusty's career path was shaped by the opportunities to work with talented individuals and entrepreneurs, emphasizing the importance of customer satisfaction and work-life balance.Chapters:00:00 Introduction and Background02:03 The Influence of Music on Digital Marketing05:04 Challenges of Transitioning Caspari to Online14:02 The Impact of Email Marketing on Customer Retention28:03 Shaping a Career in Digital Marketing

https://youtu.be/5UVqvk4aY2kWelcome back to eCom Pulse! Today, our host Eitan Koter is chatting with Aaron Zagha, the Chief Marketing Officer at Newton Baby. Aaron shares his journey from finance and investment banking to becoming a leader in marketing and e-commerce.Newton Baby, known for its innovative and breathable crib mattresses, has been revolutionizing baby sleep products for nearly a decade.In this episode, Aaron discusses the importance of a quantitative approach in marketing, the challenges and strategies of educating consumers about unique products, and the evolving nature of e-commerce. He also covers the company's emphasis on influencer marketing and how they balance creativity with data-driven decisions.Aaron provides insights into the company's innovative product lines, their use of various marketing channels, and the importance of organic content and community building.Tune in to learn about the meticulous processes behind Newton Baby's marketing success and gain practical knowledge on managing a bootstrap brand effectively in today's competitive landscape.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Zagha, the Chief Marketing Officer at Newton BabyLinkedIn: https://www.linkedin.com/in/aaronzagha/Newton Baby – https://www.newtonbaby.com/Takeaways:Data analytics is crucial in measuring the success of marketing campaigns and making data-driven decisions.Influencer marketing can be an effective channel for driving conversions, but it requires careful selection and measurement of influencers.Organic content and email marketing play important roles in engaging and nurturing customers.Building a marketing team requires a balance between in-house expertise and outsourcing to agencies.The marketing landscape is evolving, with a focus on efficiency and profitability.Chapters:00:00 Introduction and Background01:21 The Role of Data Analytics in Marketing07:28 Harnessing the Potential of Organic Content and Email Marketing11:47 Building a Marketing Team: In-House vs. Outsourcing

https://youtu.be/1w4-v6l0CPUHello listeners and welcome to another episode of eCom Pulse! In today's episode, I interview Dr. Liraz Margalit, a renowned psychologist and founder of Topicx.Dr. Margalit specializes in decision-making processes, behavioral economics, and neuropsychology. With a deep understanding of how people make decisions, she has applied her expertise to both consumer behavior and self-improvement.During this episode, Dr. Margalit shares fascinating research into the intersection of cognitive psychology and behavioral design, discussing how our brains shape decisions, the impact of emotional triggers on purchasing behavior, and the significance of understanding consumer motivations.we also discuss the importance of storytelling in marketing and how businesses can establish trust and connect with their audience on an emotional level.Additionally, Dr. Margalit provides examples from her extensive research, highlighting the differences in consumer behavior and decision-making in both physical and digital environments.Tune in to learn about the practical applications of behavioral design, the role of emotional intelligence in consumer interactions, and how brands can create compelling narratives to engage their customers effectively.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Liraz Margalit, Designing Behavior by Tapping into People's Minds, Founder @TopicxLinkedIn: https://www.linkedin.com/in/drlirazmargalit/Topicx - https://www.topicx.io/Takeaways:Behavioral design can shape people's behavior by understanding their cognitive biases and motivations.Empathy and storytelling are crucial in marketing to establish a connection with consumers.Establishing trust with consumers is essential for successful marketing.Impulse purchases are driven by emotions and the value attached to a product.Understanding human behavior is key to creating effective marketing strategies.Chapters:00:00 Introduction and Background03:08 Shaping Behavior and Designing the Mind12:19 Behavioral Design and Decision Making26:16 Motivations and Emotional Connections in Marketing39:05 The Power of Storytelling and Building Trust

https://youtu.be/jlyVGa4F0-cWe’re excited to host Ryan Schram, President and COO of IZEA, a pioneering force in the influencer marketing and creator economy landscape. With over a decade of experience at IZEA, Ryan has been instrumental in leading the company to its current status as a global leader in the field.In this episode, Ryan shares with us IZEA’s fascinating journey from the early days of the industry to becoming a key player in the creator economy. He shares how IZEA has helped shape influencer marketing, defining critical terms like influencers, ambassadors, UGC (user-generated content), and CGC (creator-generated content), and explaining their roles and differences.Ryan also discusses the importance of integrated marketing and how brands can successfully implement it to achieve their goals. He offers insights into the challenges and opportunities within the creator economy, emphasizing the growing importance of community-driven marketing and advocate marketing. Ryan highlights how brands can build and leverage communities for better engagement and retention.Additionally, Ryan shares practical advice for brands on staying agile in a rapidly changing market, the role of technology and AI in enhancing marketing strategies, and the importance of measuring and understanding attribution. He stresses the need for brands to look beyond traditional marketing silos and adopt a holistic approach to achieve sustainable success.Tune in to this episode to gain a comprehensive understanding of the current state and future trends of the creator economy from one of its leading experts, Ryan Schram.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Ryan Schram, President and COO of IZEALinkedIn: https://www.linkedin.com/in/ryanschram/IZEA - https://www.izea.com/Takeaways:Influencer marketing is a subset of the broader creator economy, which focuses on authentic storytelling and utilizing a wide variety of voices and platforms.IZEA offers professional services, award-winning software, and tools for creators and brands to navigate the creator economy.Integrated marketing is crucial in the modern advertising landscape, and the role of CMOs is changing to embrace a more holistic approach.Attribution in the creator economy is both possible and convoluted, with various factors and sectors influencing how it is measured.Communities and advocate marketing are essential for building relationships with customers and fostering engagement.The creator economy is becoming more complex and requires specialization and expertise from both creators and brands.Implementing integrated marketing requires a focus on outcomes, an agile mindset, and the right people and expertise.Chapters:00:00 Introduction and Background02:36 IZEA's Services for Navigating the Creator Economy04:49 The Importance of Service Initiatives in the Tech Industry06:59 The Changing Role of CMOs in Integrated Marketing09:23 Challenges and Possibilities of Attribution in the Creator Economy22:24 The Power of Creator Generated Content (CGC)27:34 Navigating the Complexities of the Creator Economy34:21 The Role of Specialization and Expertise38:23 Strategic Use of Technology in Integrated Marketing

https://youtu.be/QrX7AdhN6FsHello listeners and thank you for tuning in to eCom Pulse! Our host Eitan Koter sat with Carol Spieckerman, President of Spieckerman Retail, an advisor to a diverse range of retail stakeholders in the B2B space.Carol is renowned for her expertise in accelerating thought leadership and business development through her unique five-point methodology, impactful workshops, and insightful masterclasses.In this episode, Carol shares her career journey from her early days traveling across Texas and Oklahoma, working with specialty stores, to becoming a sought-after advisor for major retailers and brands.She discusses the importance of thought leadership, the shift from traditional retail to platform-based business models, and the crucial role of diversification in the retail industry.Carol also highlights the significance of integrating technology with human touch in retail, the evolving landscape of retail media, and the critical balance between focusing on core strengths and diversifying to stay competitive.Don't miss this episode on how to position your business for success in today's rapidly changing retail environment.Enjoy the show!Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Carol Spieckerman, President of Spieckerman RetailLinkedIn: https://www.linkedin.com/in/carolspieckerman/Spieckerman Retail - https://spieckermanretail.com/Takeaways:In-person events are important for building relationships and creating a sense of human connection in the retail industry.Retailers need to rethink, reframe, and retell their positioning to align with what matters in the industry.Diversification is crucial for retailers to stay competitive and navigate challenges.Technology plays a key role in driving innovation and enabling retailers to adapt quickly.Balancing focus on core capabilities and exploring new opportunities is essential for long-term success.Chapters:00:00 The Importance of In-Person Events and Human Connection02:51 Accelerating Thought Leadership and Business Development08:24 Rethinking, Reframing, and Retelling: Positioning in Retail25:40 Embracing Technology for Innovation and Adaptation

https://youtu.be/Xm-1n3tA1o0Hello listeners! Today, our host Eitan Koter interviewed Mike Newton, a seasoned expert in influencer marketing.Mike has been in the industry since 2016, with notable experience working with Kobe Bryant for Lenovo Smartphones and playing a pivotal role at Discord, where he expanded their partner program significantly.Mike shares his wealth of knowledge on influencer marketing strategies, emphasizing the importance of both qualitative and quantitative analysis when selecting influencers.He discusses how brands can leverage influencers effectively, whether through brand sponsorships or product seeding strategies. Mike also provides practical tips on reaching out to influencers, creating compelling content, and measuring the success of campaigns.Additionally, Mike sheds light on common myths about influencer marketing, the importance of understanding platform culture, and the potential of live shopping events.This episode is packed with actionable advice for brands looking to navigate the complex world of influencer marketing. Don’t miss out on Mike’s unique perspectives and practical strategies to elevate your brand’s presence and conversion rates.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Mike Newton, Influencer Marketing SpecialistLinkedIn: https://www.linkedin.com/in/mikenewt/Takeaways:Influencer marketing can be a great launch strategy for brands with a strong community component around their product or brand.The selection of influencers should consider content performance, audience demographics, and engagement, rather than just follower counts.Seeding and gifting strategies are effective for engaging with influencers, and the conversion rate depends on the fit between the brand and the influencer.Approaching celebrities for influencer marketing requires a high level of sophistication and planning, and it's important to consider influencers who are influential in the community.Understanding the community and the audience is crucial for successful influencer marketing campaigns. Influencer marketing is diverse and can cater to various niches and interests on the internet.Measuring the success of influencer marketing campaigns requires a broad approach, considering direct attribution, brand lift, and cost efficiencies.Chapters:00:00 Understanding the Community and the Audience22:28 Exploring the Vastness of Influencer Marketing23:13 Crafting Content for Conversion28:01 Measuring Success in Influencer Marketing34:15 Selecting Platforms for Influencer Marketing38:05 In-House Influencer Marketing Training and Consultation

https://youtu.be/9-WFP95QV8EWelcome to another episode of the 'eCom Pulse' podcast. Today, we have Erez Sages, the CEO and Co-founder of iBundle, joining us.Erez and his team have transformed the shipping landscape for e-commerce businesses, particularly in the D2C sector. iBundle offers a unique shipping method that consolidates shipments, ensuring cost-effective and efficient delivery across multiple international corridors.In this episode, Erez shares the story behind iBundle's inception and how they identified a significant pain point in e-commerce logistics.He discusses the core elements that set iBundle apart, such as automation, competitive pricing, and their innovative approach to bundling shipments.Erez also provides valuable insights into the challenges of cross-border shipping, the importance of technology in logistics, and how e-commerce businesses can optimize their shipping strategies to meet customer expectations.Tune in to learn about the cutting-edge solutions iBundle offers and gain practical advice on navigating the complexities of e-commerce logistics.Enjoy the episode!Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/ecom-pulse-podcast/Talk to us on Social:LinkedIn Vimmi: https://il.linkedin.com/company/vimmiLinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Erez Sages, the CEO and Co-founder of iBundleLinkedIn: https://www.linkedin.com/in/erez-sages-358642b7/Wix - http://ibundle.net/Takeaways:iBundle's unique approach to shipping and logistics involves leveraging technology and deep expertise in e-commerce and shipping.E-commerce businesses prioritize automation, pricing, and a mix of shipping options to meet customer expectations and manage costs.The shift towards direct-to-consumer and D2C cross-border shipping is driving the need for innovative shipping solutions and logistics expertise.The future of logistics and shipping solutions involves a tech-oriented approach, leveraging AI, and adapting to market trends and customer expectations.Chapters:00:00 Introduction and Background03:02 iBundle's Unique Approach to Shipping and Logistics07:16 E-commerce Challenges and Shipping Criteria13:06 Customer Journey and Localization Services16:13 Market Trends and Decision-Making in Logistics25:13 Expertise and Advice for Logistics Professionals