Explore every episode of the podcast Mastering eCommerce Marketing
| Title | Pub. Date | Duration | |
|---|---|---|---|
| 187. Know Your Cash Flow Secrets with Arthur Glinkin | 11 nov. 2025 | 00:30:10 | |
In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Arthur Glinkin, Co-Founder of SNG Bookkeeping, to talk about something every online brand needs but few truly understand, getting your books right from day one. Arthur shares how he went from selling newspapers as a teen to building a bookkeeping firm focused entirely on eCommerce brands. He explains why messy books can cost you big when it comes to funding, exits, or tax season, and why tools like QuickBooks Online and TaxJar are non-negotiable for keeping things clean and compliant. They discuss common mistakes brands make, how to actually understand your profit and loss, and what to track if you want real clarity on cash flow. Arthur also covers how software can simplify complex sales tax rules across states and how eCommerce owners can use data to make smarter decisions. If you have ever wondered whether your numbers are telling the real story of your business, this episode is 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 | Vimmi LinkedIn | YouTube Guest: Arthur Glinkin, Founder at S & G Bookkeeping Arthur Glinkin’s LinkedIn | S & G Bookkeeping Watch the full Youtube video here: https://youtu.be/m156avVLqQU Takeaways:
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| 186. E-commerce Tax Secrets Every Seller Needs with Reuben Mattinson | 28 oct. 2025 | 00:30:24 | |
On this episode of Mastering E-Commerce Marketing, host Eitan Koter sits down with Reuben Mattinson, the founder and CEO of RJM Tax Exemption, a company that has helped over 5,000 e-commerce businesses simplify their tax operations and focus on growth. Reuben started RJM six years ago after running into endless hurdles trying to sell products into the U.S. as a UK-based entrepreneur. What began as his own frustration with confusing tax rules turned into a business built to take that stress off other sellers. Today, RJM Tax Exemption is ranked number one in the U.S. for both tax preparation and company registry on Trustpilot, with nearly 500 five-star reviews, a testament to how many entrepreneurs he’s helped sleep better at night. In this conversation, Eitan and Reuben talk about what it really takes to stay compliant when selling into the U.S. They break down what “nexus” means, how sales tax actually works across different states, and the common mistakes that can hold up a business sale later on. They also discuss when to get serious about tax planning, the myths around platforms like Amazon and Shopify handling everything for you, and how international sellers can set up a strong foundation for long-term success. Beyond the numbers, Reuben shares how his company’s culture, rooted in faith, family, and genuine care, plays a big role in how they operate and why their clients keep coming back. It’s a calm, honest conversation that turns a complicated topic into something every founder can understand. If you’re building an online brand and want peace of mind about your U.S. taxes, 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 | Vimmi LinkedIn | YouTube Guest: Reuben Mattinson, CEO at RJM Tax Exemption Reuben Mattinson’s LinkedIn | RJM Tax Exemption Watch the full Youtube video here: https://youtu.be/LXex-vF4qcE | |||
| 185. What Customers Really Want with Rick DeLisi | 07 oct. 2025 | 00:30:03 | |
Host Eitan Koter opens this episode with Rick DeLisi, author and longtime customer loyalty researcher at GLIA, an interaction platform for banks and credit unions. Rick has spent years studying how everyday conversations with customers shape whether they stay or leave. He starts simple. People want what they want, their way, right now. That idea runs through the whole talk. Rick explains how to meet that bar by pairing quick, automated help for routine questions with a warm handoff to a person when things get complex. They get clear on measurement. Many teams launch AI without proving it works. Rick shares how to track real outcomes, not just fewer calls. Think cost to serve, loyalty signals, and what contact center patterns can tell the rest of the business, including marketing and product. Expect a plain take on trust. Rick suggests it is less about creating big trust moments and more about avoiding the small missteps that chip away at it. He shows how a smooth online to human transition, where the agent already knows who the customer is and why they reached out, can change the whole tone of an interaction. Listeners also hear the one question that best predicts future loyalty after a service moment, how much effort did that take. It is direct, easy to ask, and tells leaders where friction actually lives. Finally, Rick separates customer facing AI from internal AI. He covers how frontline teams can use AI to summarize, surface themes, and answer leadership questions in minutes, using the data from every conversation. If you lead service, marketing, or product, this chat gives you a simple path. Reduce effort, route the right way, measure what matters, and use what customers already told you to guide the next move. 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: Rick DeLisi, Author and Lead Research Analyst at Glia | |||
| 184. Why Your Ads Don’t Work with Arooba Kamal | 16 sept. 2025 | 00:31:09 | |
In this conversation, host Eitan Koter is joined by Arooba Kamal, a full funnel growth operator with over 10 years of experience helping DTC brands build sustainable, profitable growth. Arooba has worked across Meta, Google, CRO, and lifecycle marketing. She’s supported brands in categories where the products are deeply personal - women’s wellness, sensory care, intimate wear, and apparel. Her approach is simple but powerful: start with customer insights, align ICPs, and connect creative, ads, and landing pages into one clear funnel. She talks about scaling Triumph by listening to customers directly, and how that informed everything from website design to ad strategy. She also shares her learnings from Stimara, where execution-first growth meant focusing less on slide decks and more on testing campaigns and creative angles in real time. Now, she’s applying that same approach to No Limits, a Shark Tank-backed adaptive apparel brand, and Buck & Buck, a company serving senior citizens. Both brands have strong missions, and Arooba is building the marketing foundations to support their next stage of growth. Throughout the episode, she highlights why emotion matters in performance marketing, why creative playbooks are often missing in early-stage brands, and how lean teams can punch above their weight by experimenting and learning quickly. 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: Arooba Kamal, Lead, Digital Customer Growth, Business @ AT&T Arooba Kamal’s LinkedIn | Website Watch the full Youtube video here: https://youtu.be/crLDRMDTGL4 Takeaways:
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| 183. How to Make Money Selling Digital Businesses with Gregory Elfrink | 09 sept. 2025 | 00:32:27 | |
On today’s episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Gregory Elfrink, Head of Marketing at Empire Flippers. If you’re not familiar, Empire Flippers is the largest curated marketplace for buying and selling online businesses, from content sites and SaaS companies to e-commerce stores and agencies. Greg’s story is anything but traditional. He started out as an oil rig worker in Alaska before teaching himself internet marketing. That path eventually led him to Empire Flippers, where he’s been since the early days, helping grow the company into a major player in the digital M&A world. In this conversation, Greg shares what he’s learned about marketing and storytelling, why empathy is at the heart of good copywriting, and how reading fiction can make you a better marketer. He also walks through the process of selling a business, what the vetting looks like, how valuations are set, and why timing matters more than people think. His advice on selling during growth instead of waiting until you’ve peaked is a perspective many entrepreneurs need to hear. Listeners will also get Greg’s take on the impact of AI on SEO, the types of businesses buyers are looking for today, and why control over customer data and marketing channels is becoming more important than ever. 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: Gregory Elfrink, Director of Marketing at Empire Flippers Gregory Elfrink’s LinkedIn | Empire Flippers Watch the full Youtube video here: https://youtu.be/OAO7AbV0C88 Takeaways:
Chapters: 00:00 Introduction to Greg Elfrink and Empire Flippers 02:46 The Journey from Oil Rig to Marketing 05:43 The Power of Storytelling in Marketing 08:31 Marketing Strategies and Data Utilization 11:19 Understanding the Seller Onboarding Process 14:10 Valuation Insights and Seller Expectations 17:03 Navigating the M&A Landscape 19:49 Common Mistakes Sellers Make 22:37 Buyer Dynamics and Market Trends 25:32 The Role of Brokers in M&A 28:29 Marketing in a Double-Sided Marketplace 31:15 Conclusion and Future Opportunities | |||
| 182. How To Align Marketing With Business Goals with Francesco Alfano | 02 sept. 2025 | 00:27:36 | |
On this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Francesco Alfano, a Toronto-based digital marketing leader with over 12 years of experience. He has worked with some of Canada’s most recognized brands, including Rogers & Shaw Communications and Campbell’s Soup Company. Francesco has built his career around turning business goals into clear marketing strategies, and he brings a mix of passion, engagement, and curiosity to the way he leads. He believes those qualities are not just personal values, but the foundation of how teams grow, learn, and perform at their best. In this conversation, Eitan and Francesco talk about what it takes to connect company strategy to day-to-day work. Francesco shares why giving context matters, how culture is built on respect and trust, and why leaders should step back at times and let their teams take the spotlight. They also explore the role of personal branding. For Francesco, it is not about maintaining an image, but about integrity, about what people say when you are not in the room. That approach has shaped his career moves and the way he builds relationships. The discussion also touches on how to approach measurement, the challenges of juggling multiple tools, and the limits of attribution. Francesco explains why long-form content and real engagement will always matter, even in a world chasing shorter attention spans. If you are in marketing, whether you are just starting out or leading a team, this episode offers a grounded perspective on balancing business goals with people, culture, and career growth. 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: Francesco Alfano, Digital Marketing Director Watch the full Youtube video here: https://youtu.be/dFv6hxj0qp8 Takeaways:
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| 181. The Power of Belonging in Branding with Chelsea Burns | 26 août 2025 | 00:33:40 | |
In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Chelsea Burns, better known as The Marketing Psychologist™. Chelsea has more than 17 years in marketing, holds a master’s in applied psychology from USC, and works with conscious companies to help them grow without losing sight of their values. She is also the creator of the BELONG™ Framework, a model built to help brands earn trust, create alignment, and build real connections with their audiences. Chelsea explains why integrity and authenticity are more than just nice-sounding words. For her, they are the foundation of healthy brand relationships. She shares how growing up with values like keeping your word shaped her career and why she believes authenticity means showing up fully, even when it is messy. One of the big takeaways in this conversation is the idea that marketing does not have to be manipulative. Chelsea talks about where persuasion crosses the line into manipulation and how companies can practice ethical influence that respects customer choice. We also get into the psychology of decision-making. Chelsea highlights that 95 percent of buying decisions happen in the subconscious, and she shares tools companies can use to better understand those deeper motivators. From empathy to active listening, she explains how brands can connect with the “higher version” of their customers, not just their surface-level wants. Finally, Chelsea walks us through the BELONG™ Framework and why belonging is as critical to people as food and water. For her, branding is a relationship, and when it is rooted in truth, it naturally builds confidence and trust. If you want to understand how psychology and marketing come together to create brands people truly feel connected to, this episode is 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 | Vimmi LinkedIn | YouTube Guest: Chelsea Burns, CEO + Marketing Psychologist at The Marketing Psychologist | |||
| 180. How to Market Your Brand Online with Jake Levin | 19 août 2025 | 00:30:51 | |
In this episode, Eitan Koter welcomes Jake Levin, founder and CEO of Inflection Growth, a company that helps fast-scaling e-commerce brands reach their next big milestone. Jake was the first marketing hire at goPuff, co-founded GettaCar, and now works with brands through a hands-on, embedded marketing team model. They talk about how the e-commerce world has shifted. It’s no longer just about chasing big revenue at any cost. Today it’s about balancing growth with margins and making sure ad spend delivers a solid return. Jake explains why he says “attribution is an art and a science” and why tracking exactly what drives sales isn’t always possible. Instead, marketers need to look at the whole picture and make smarter decisions. Jake shares how his team picks the right channels by asking “Where are your customers? Which channel gives you the most effective impressions for your money?” He believes in scaling one channel well before adding new ones that can open up audiences and lift performance across the board. They also talk about the kind of people Jake hires. He looks for marketers who understand both numbers and creativity. And he shares lessons from his time at goPuff and GettaCar, from the value of showing up in communities to realizing that smooth growth doesn’t always prepare you for the bumps ahead. 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: Jake Levin, Founder and CEO at Inflection Growth Jake Levin’s LinkedIn | Inflection Growth Takeaways:
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| 179. Google Ads Tips That Really Work with Dan Chorlton | 12 août 2025 | 00:31:15 | |
In this episode, Eitan Koter sits down with Dan Chorlton, CEO and co-founder of Goa Marketing. Goa Marketing is a SaaS platform that helps enterprise advertisers get more from their Google Ads budgets. Dan and his team have managed and optimized over a billion pounds in paid search, partnering with brands like MoneySupermarket to improve returns and reduce wasted spend. They start with the story behind Goa, including why the name stands for Governance, Opportunity, and Accountability. Dan explains how these three pillars guide their approach to managing campaigns at scale, from keeping track of errors to spotting new opportunities and showing leadership clear results. Eitan asks about the biggest gaps in Google Ads today, and Dan shares how automation and the right processes can make a major difference. They talk about where money often leaks out of campaigns, why testing matters, and how to set up experiments that lead to real improvements. They also discuss Google’s latest ad formats, the impact of Performance Max, and how to balance automation with control. Dan offers his perspective on why ad copy testing still matters, the importance of a strong value proposition, and how small changes can have a large impact. If you run Google Ads, whether you are spending millions a year or just getting started, you will hear clear ideas for making your budget work harder and your results stronger. 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: Dan Chorlton, CEO (interim) & Founding Director at GOA Marketing Dan Chorlton’s LinkedIn | GOA Marketing Watch the full Youtube video here: https://youtu.be/1iapOR5IAXI Takeaways:
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| 178. Stop Losing Cash from Unsold Inventory with Matt Putra | 05 août 2025 | 00:30:08 | |
In this episode of Mastering eCommerce Marketing, host Eitan Koter talks with Matt Putra, a Fractional CFO and founder of Eightx. Matt helps eCommerce and CPG businesses making between $5 and $100 million scale profitably and sustainably. His main focus is helping companies simplify finances and manage their cash flow clearly. Matt explains the critical difference between profit and cash flow, noting why having money in the bank is often more important than simply showing profits on paper. He highlights common mistakes businesses make, especially holding onto too much inventory. Matt points out how excess inventory quietly drains cash, limiting opportunities for growth. Matt also shares easy-to-follow advice on cash flow forecasting, emphasizing the value of regular financial check-ins. He believes staying financially healthy comes down to asking simple questions consistently, paying attention to key numbers, and adjusting quickly. Eitan and Matt discuss the importance of operational efficiency. Matt stresses that in today’s market, being great at the basics is essential. He suggests businesses start experimenting with top-of-funnel marketing activities to reduce customer acquisition costs, even if results aren't instantly measurable. Throughout the conversation, Matt offers practical tips that any business owner can immediately implement. His approach makes finances straightforward and manageable, even if numbers aren't your strongest suit. This episode is perfect for founders who want a clear understanding of their company's financial health without complicated jargon or stress. 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: Matt Putra, Fractional CFO at Eightx Matt Putra’s LinkedIn | Eightx Watch the full Youtube video here: https://youtu.be/4k03m3Mg0gM Takeaways:
Chapters: 00:00 Introduction to Financial Clarity 03:30 Understanding Cash Flow vs. Profit 06:02 Cash Flow Challenges in E-commerce and CPG 08:47 Best Practices for Cash Flow Forecasting 11:56 The Role of a Fractional CFO 13:22 Common Financial Mistakes in Business 15:10 The Dangers of Over-Inventorying 17:59 Preparing for Growth... | |||
| 177. Stop Wasting Ad Spend on Fake Clicks with Rich Kahn | 29 juil. 2025 | 00:28:30 | |
Today, Eitan Koter is joined by Rich Kahn, CEO of Anura.io, and a veteran in the digital marketing world. With over 31 years of experience and multiple multimillion-dollar companies under his belt, Rich has spent the last two decades focused on solving one major problem: ad fraud. He’s also been named an Ernst & Young Entrepreneur of the Year for Technology, which speaks to the level of trust companies place in his work. In this episode, Rich and Eitan talk about a challenge most marketers face without even realizing it. Whether you're running paid media, using affiliates, or investing in programmatic ads, a portion of your traffic is likely fake. Rich says the average is around 20 to 25 percent, and it can be much higher depending on the channel. He explains how bad traffic gets through, what to look for, and why things like CAPTCHA don’t offer much protection anymore. You’ll hear about the tactics fraudsters use to get paid, including human click farms and bots that mimic real users. More importantly, Rich shares what brands can do about it. He walks through how Anura helps companies figure out where fraud is coming from, how much damage it's causing, and how to stop paying for traffic that doesn’t convert. It’s not about big teams or complex systems. In most cases, it starts with a simple tag on your site and a clear plan of action. If your team is putting budget into digital ads and wondering why results aren’t lining up, this episode will help you understand where that money might be going. 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: Rich Kahn, CEO and Co-Founder at Anura.io Rich Kahn’s LinkedIn | Anura.io Watch the full Youtube video here: https://youtu.be/jtylO3eGgE0 Takeaways: | |||
| 176. Marketing Secrets No One Shares with Wilson Zehr | 22 juil. 2025 | 00:32:58 | |
On this episode, host Eitan Koter welcomes Wilson Zehr, CEO of Zairmail. Wilson has over 25 years in tech, innovation, and business strategy. He has helped launch eight tech startups and raised more than $60 million in venture capital. He has also spent years teaching marketing and entrepreneurship at the university level. Now, Wilson leads Zairmail. The company makes sending direct mail as simple as sending an email. In today's world, where inboxes are crowded and digital ads get ignored, Wilson believes direct mail is making a real comeback. Brands, startups, and political campaigns are turning to mail to reach people in ways that digital channels cannot. Wilson explains how direct mail cuts through the noise, reaches every home and business, and offers precise audience targeting. He shares how automation and data make it easy for brands to get the right message to the right people at the right time. Eitan and Wilson talk about how timing, good lists, and a strong offer are key to any campaign's success. Wilson brings real examples of what works and what to watch out for. His advice is practical, not just theory. He believes marketing should be about what gets results, not just chasing the latest trend. Whether you are a marketer, founder, or just curious, you will pick up clear ideas you can use right away. Tune in to learn why direct mail is back in the spotlight and how it could help your business stand out. 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: Wilson Zehr, Founder & CEO at Zairmail | |||
| 175. Marketplace Mistakes To Avoid with Will Haire | 15 juil. 2025 | 00:32:36 | |
Welcome back to Mastering eCommerce Marketing with your host, Eitan Koter. Today’s guest is Will Haire, co-founder of BellaVix, a marketplace marketing agency focused on helping brands grow on Amazon and Walmart. Will’s background is full of hands-on experience. He’s helped first-time sellers launch from scratch, and worked with big names like Instant Pot and Wilton to build serious Amazon sales. BellaVix is a Verified Amazon Advertising Partner and part of the Amazon Service Provider Network. That gives Will and his team a close-up view of what actually works for brands of all sizes. In this episode, Will talks about why a boutique, hands-on approach matters, and how being a real partner helps brands succeed. He shares some common mistakes brands make on Amazon, like worrying it will steal sales from their website or ignoring the risk of bad product listings hurting their reputation. Will also breaks down why it’s better to focus on mastering one platform instead of trying to be everywhere at once. Thinking about launching on Amazon? Will shares where to start, how to protect your brand with trademarks and Brand Registry, and which tools are actually worth using for optimization. He also opens up about what drives him: family, faith, and a passion for helping others figure out the Amazon puzzle. Will’s honest about the ups and downs of running an agency, how hard it can be to find the right team, and why he still loves being involved in the day-to-day strategy. Whether you’re just starting out or looking to take your marketplace business to the next level, you’ll find a lot of practical tips and real talk in this episode. 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: Will Haire, CEO & CoFounder at BellaVix | |||
| 174. Everything to Know About AI Video with John Gargiulo | 08 juil. 2025 | 00:31:11 | |
Welcome back! On today’s episode, host Eitan Koter sits down with John Gargiulo, the founder and CEO of Airpost. John’s company is shaking up the way e-commerce brands create video ads, using a mix of AI and real people to help businesses make a lot more content, much faster, and still keep it feeling genuine. Before starting Airpost, John built ReadySet into a major player for DTC video, helped launch global products at Airbnb, and was part of BlueStacks’ journey to over a billion downloads. He’s someone who knows both the hustle of startups and how bigger brands think about marketing. Eitan and John get real about what brands are facing right now. Everyone wants video content, but nobody wants to lose that “human touch.” John explains why Airpost blends AI with real actors and product footage, so the end result looks and feels authentic, not robotic. They talk about the real advances in AI video (like the tech that lets you make believable, audio-synced videos in minutes) and what’s still just hype. John shares why pure automation isn’t the answer, most brands actually get the best results when creative people and smart tech work together. You’ll hear why brands like DoorDash and Hims & Hers are rethinking how they make ads, and how anyone can keep up as these tools get better every week. John’s honest about what works, what doesn’t, and why you don’t have to be a tech whiz to make the most of it. If you’re looking to scale your marketing, curious about AI video, or just want to keep your brand’s content fresh and real, this conversation will give you some things to think about. 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: John Gargiulo, Founder/CEO at Airpost John Gargiulo’s LinkedIn | Airpost Watch the full Youtube video here: https://youtu.be/Fyc7bvtwJ5s Takeaways:
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| 173. Secrets to Great Video Content with Justin Ware | 01 juil. 2025 | 00:32:03 | |
Welcome to Mastering eCommerce Marketing. Today, Eitan Koter sits down with Justin Ware, Co-Founder and Chief Revenue Officer at Camcorder AI. Justin’s no stranger to video. He started out as a journalist, won an Emmy, and went on to build and sell companies where video was always at the core. His latest venture, Camcorder AI, helps brands and creators make short-form video faster — while keeping it real. In this episode, Justin shares how AI can take care of the time-consuming parts of video production so marketers can focus on what really matters: telling a true, human story. He talks about why audiences still want to see real people in videos, not avatars or deepfakes, and how brands can build trust by showing their authentic side. You’ll hear them break down simple ways to bring video into your day-to-day marketing — even if you’re short on time or budget. They also get into why being open about your company’s wins and struggles can actually bring people closer to your brand. Whether you’re part of a small team trying to do more with less or at a larger company looking for smarter ways to scale video content, this conversation will give you ideas to take back to your work. Let’s get started. 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: Justin Ware, President and Co-Founder at Camcorder AI Justin Ware’s LinkedIn | Camcorder AI Watch the full Youtube video here: https://youtu.be/bcWQHKrlHHw | |||
| 172. How to Make Better Brand Videos with Dani Dufresne | 24 juin 2025 | 00:30:07 | |
Most brands are creating too much content and saying nothing. In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Dani Dufresne, an Emmy Award-winning Executive Producer and founder of The Auxiliary Co., to talk about what actually works when it comes to video and content strategy. Dani has spent over 20 years producing for film, TV, digital, and experiential projects. She’s worked with major brands like Nike, Apple, Google, YouTube, and Sephora. Her company helps brands and agencies bring big ideas to life without the red tape of traditional production models. Instead of bloated teams and outdated processes, Dani focuses on lean, high-impact production. The goal is to build content that connects, not just content that fills a feed. She and Eitan talk about the shift away from quantity and toward meaningful storytelling. They explore why audiences are getting overwhelmed, how brands can stop adding to the noise, and why planning for video should start with a clear strategy, not just a creative brief. You’ll also hear why bringing media and creative teams together early makes a huge difference, how to get more from your budget, and why it's okay to focus on fewer platforms if it means showing up with purpose. If you're tired of chasing trends and want to build content that actually supports your brand, this episode is 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 | Vimmi LinkedIn | YouTube Guest: Dani Dufresne, Founder / Executive Producer at The Auxiliary Dani Dufresne’s LinkedIn | The Auxiliary Watch the full Youtube video here: https://youtu.be/btgl_2Ao7aU Takeaways:
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| 171. The Secret to Amazon Product Ranking with Pasha Knish | 19 juin 2025 | 00:31:58 | |
In this episode of Mastering E-commerce Marketing, host Eitan Koter sits down with Pasha Knish, the founder and CEO of AMZ Optimized, a full-service agency helping brands grow on Amazon through custom strategies, standout content, and data-driven advertising. Pasha’s been selling on Amazon for over 13 years. He started out as a seller himself, launching and exiting multiple seven-figure brands. Today, he leads a team that manages over eight figures in annual client revenue. He knows what it’s like to build something from scratch and how to scale it smart. This conversation covers what it really takes to succeed on Amazon right now. Pasha talks about the shift from simple white-label products to full-on branding, and why having a differentiated offer is no longer optional. He explains how most sellers miss the mark by not fully optimizing their listings, especially on mobile and how important it is to get the backend data right. It’s not just about having good content, it’s about sending the right signals to the algorithm. You’ll also hear Pasha’s take on tools like DSP, how to use off-Amazon traffic to boost rankings, and why brands need to think beyond Amazon if they want to build something sustainable. Whether you’re launching your first product or managing a growing catalog, Pasha’s approach is all about getting clear on what works, cutting out the noise, and staying focused on what matters. If you’re looking to grow your brand on Amazon and do it in a way that’s smart, flexible, and built to last, this episode is 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 | Vimmi LinkedIn | YouTube Guest: Pasha Knish, Founder & CEO at AMZ Optimized | |||
| 170. How to Track Marketing That Works with Joshua Lauer | 17 juin 2025 | 00:31:17 | |
In this episode, Eitan Koter chats with Joshua Lauer, founder of Lauer Creations Inc., about one of the most common marketing pain points today: making sense of your data. Joshua has worked with over 100 companies, including multimillion dollar brands, to clean up their Google Analytics (GA4), streamline reporting, and help teams actually use their data to make better decisions. In just two years, he’s generated over $500K by doing exactly that. If your tracking setup feels off, your reports are confusing, or you’re unsure which numbers to trust, this episode is worth a listen. Joshua explains what usually goes wrong with GA4, how to approach data without getting overwhelmed, and what really matters when it comes to tracking performance for eCommerce and B2B sites. You’ll also hear about how to create dashboards that are clear and easy to use, which metrics are worth paying attention to, and how to connect the dots between marketing performance and business results. This conversation makes analytics feel less like a chore and more like a tool that supports real growth. Whether you’re leading a team, managing a store, or just trying to stop flying blind with your marketing efforts, this episode will help you get a clearer picture of what’s working and what’s not. Let’s get started. 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: Joshua Lauer, Chief Executive Officer at Lauer Creations Watch the full Youtube video here: https://youtu.be/oAId54B9T50 Takeaways:
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| 169. Fix Your Website’s Conversion Rate with Matthew Stafford | 12 juin 2025 | 00:31:31 | |
Host Eitan Koter welcomes Matthew Stafford, the driving force behind Build Grow Scale. Matthew has spent decades helping e-commerce businesses not just grow, but thrive. He points out that increasing traffic isn't always the solution; improving conversion is. Matthew shares insights into optimizing your website by understanding customer behavior and simplifying the user experience. The discussion includes starting with one effective marketing channel, the role of AI in business, and the value of honest customer feedback. Whether you're starting out or aiming to scale, Matthew's approach provides clear, actionable steps to enhance your e-commerce strategy. 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: Matthew Stafford, Co-Founder, CMO at Stack Influence Matthew Stafford’s LinkedIn | Stack Influence Watch the full Youtube video here: https://youtu.be/9g03tJznIp4 Takeaways:
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| 168. Brand Building Tips That Actually Work with Dave Behar | 10 juin 2025 | 00:31:39 | |
On today’s episode, Eitan Koter sits down with Dave Behar, founder and CEO of ION. Dave has spent years building brands, launching companies, and helping others grow. He was part of the original Hotmail team, helped take it to millions of users, and worked with big names like Adidas, Powerbar, and the Pac-12. Now at ION, he’s helping companies get their content out through hyper-local and digital distribution. In this conversation, Dave explains why having a strong brand is still at the core of growth, even with all the new tech tools. It’s not just about getting attention but about building trust and giving customers a reason to stick around. They talk about how short-form content can turn quick attention into real action, why it’s smart to give your customers choices instead of just one offer, and how founders should build room to adjust as they go. Dave also shares stories from the early Hotmail days, how sports partnerships helped grow their user base, and why having fun in business matters more than people think. If you’re a founder, marketer, or anyone building something right now, this one’s for you. You’ll walk away with simple ideas you can actually apply. Let’s get into it. 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: Dave Behar, Founder, CEO & Chief Executive Athlete at ION Network Dave Behar’s LinkedIn | ION Network Watch the full Youtube video here: https://youtu.be/BnbQucQI2_s Takeaways:
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| 167. The Biggest Myths About AI Marketing with Satej Sirur | 05 juin 2025 | 00:30:49 | |
Welcome back to Mastering eCommerce Marketing with your host, Eitan Koter. Today’s guest is Satej Sirur. He’s the co-founder and CEO of Rocketium, a company helping brands simplify the messy world of creative production using AI and automation. We get into the real problems teams face when creating content at scale. Think hundreds of ad versions, across different platforms, with different formats, languages, and rules. Satej explains how Rocketium helps companies handle all of that, from building the creative itself, to approvals, compliance checks, and even pulling data to see what’s actually working. One big topic here is how brands often misunderstand AI. Satej breaks down why AI isn’t just about generating content with a simple prompt. There’s a full creative workflow behind the scenes, and plenty of room for mistakes if you don’t approach it the right way. Eitan and Satej also talk about leadership, especially in tech. Satej shares how his approach shifted from top-down decisions to giving his team the freedom and context they need to innovate on their own. If you’re leading a marketing team, working with creative production, or trying to figure out how to actually use AI without getting lost in the buzz, this episode’s for you. Let’s get into it. 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: Satej Sirur, Founder and CEO at Rocketium Satej Sirur’s LinkedIn | Rocketium Watch the full Youtube video here: https://youtu.be/8OOZ7kky5Jc Takeaways:
Chapters: 00:00 Introduction to Satej Sivu and Roketium 03:08 Mindfulness, Evolution, and Happiness 06:09 The Birth of Roketium: From Games to Creative Production 09:00 Understanding Customer Needs and Challenges 11:51 Growth Strategy: Targeting Enterprises 15:03 The Role of AI in Creative Production 18:13 Analytics and Insights: Deconstructing Campaigns 20:59 Navigating Marketing Complexity Across Platforms 23:52 Leadership and Innovation Without Burnout 27:11 Advice for Founders: Focus on Real Pain Points 28:59 Conclusion and Future Outlook | |||
| 166. Big Mistakes Brands Make In Influencer Marketing with William Gasner | 03 juin 2025 | 00:31:32 | |
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 Influence William Gasner’s LinkedIn | Stack Influence Watch the full Youtube video here: https://youtu.be/8ah5JNMFnYQ Takeaways:
Chapters: 00:00 The Power of Influencer Marketing 07:04 Building a Two-Sided Marketplace 09:31 The Evolution of Influencer Marketing 14:51 The Shift to Micro-Influencers 17:52 Innovative Product Seeding Strategies 18:03 Streamlined Campaign Launch Process 23:31 Common Mistakes in Influencer Campaigns 26:10 Omnichannel Strategies for E-commerce 30:10 Finding 1Stack Influence and Final Thoughts | |||
| 165. How to Use TikTok for Amazon Sales with Dylan Lam | 29 mai 2025 | 00:30:15 | |
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 Omirank Dylan Lam’s LinkedIn | Omirank Watch the full Youtube video here: https://youtu.be/hzRi80mrfnw Takeaways:
Chapters: 00:00 Introduction to Digital Dylan and Omirank 02:00 The Importance of Curiosity, Focus, and Drive 03:29 Marketing Strategies in E-commerce 06:09 Identifying Winning Products for Launch 09:00 Engagement Strategies Before Launch 11:23 High-Performance Amazon Launch Strategies 14:54 The Role of Branding in E-commerce 18:50 Quiz Funnel Strategy for Customer Acquisition 22:30 Data Optimization in E-commerce 25:40 The Future of E-commerce and AI 29:58 Conclusion and Contact Information | |||
| 164. What Most Online Brands Get Wrong with Raminta Kersulyte | 27 mai 2025 | 00:34:22 | |
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 | YouTube Guest: Raminta Kersulyte, Founder & Director at WFMA Raminta Keršulytė’s LinkedIn | WFMA FREE Content Blueprint: 5 Steps to Creating Content That Converts Watch the full Youtube video https://youtu.be/hPsKs9j6yc4 Takeaways:
Chapters: 00:00 Introduction to Raminta Kershulite and WFMA 05:10 The Art of Storytelling in Marketing 08:01 Navigating a Saturated Market 10:04 Common Mistakes in E-commerce 11:15 Boosting Conversion Rates 15:27 The Role of Agencies in Marketing 16:10 Purpose-Driven Brands 18:45 Balancing Paid Ads and Organic Marketing 24:04 Technology and Innovation in E-commerce 26:44 Overview of WFMA's Services 28:32 Retention Strategies for Brands 31:00 Creating Content that Converts | |||
| 163. Get Massive Publicity Without Big Budgets with Gloria Chou | 22 mai 2025 | 00:29:06 | |
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 LLC Watch the full Youtube video here: https://youtu.be/kNvdZ8YbYXo Takeaways:
Chapters: 00:00 Introduction to PR and Its Importance 03:00 Understanding Organic PR vs. Paid Advertising 05:54 Crafting a Relevant Pitch: The CPR Framework 08:59 Identifying the Right Journalists and Media Outlets 12:03 Timing Your PR Efforts: Seasonal Strategies 14:59 Common Mistakes in PR and How to Avoid Them 17:59 The Role of Press Releases in PR Strategy 21:05 Measuring Success in PR Campaigns 23:50 Building Long-Term Relationships with Journalists 26:53 Final Thoughts and Next Steps for Founders | |||
| 162. Creator Marketing Secrets You Need to Know with Paula Bruno | 20 mai 2025 | 00:30:52 | |
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 Group Watch the full Youtube video here: https://youtu.be/iaL_ttU8700 Takeaways:
Chapters: 00:00 Introduction to Influencer Marketing 01:19 Core Values: Integrity, Abundance, and Embracing 05:04 The Evolution of Influencer Marketing 10:06 Micro Communities and Their Impact 12:05 The Rise of Shoppable Content and Live Shopping 19:31 Misconceptions in Influencer Marketing 21:52 Defining Success in Influencer Campaigns 24:30 The Future of Influencers and Brand Collaborations 27:05 Services Offered by Intuition Media Group | |||
| 161. Facebook Ads: You're Doing It Wrong with Marin Ištvanić | 15 mai 2025 | 00:29:05 | |
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 Group Watch the full Youtube video here: https://youtu.be/TBMkPBb7Pu0 Takeaways:
Chapters: 00:00 Introduction to Marin Istvanic and His Journey 02:52 The Importance of Freedom,... | |||
| 160. The Retail Truth No One Tells You with Angela Gearhart | 13 mai 2025 | 00:31:13 | |
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 MediaMaxx Watch the full Youtube video here: https://youtu.be/nIfAIXAZJDY Takeaways:
Chapters: 00:00 Introduction to Angela Gearhart 03:15 The Evolving Retail Landscape 08:51 Understanding Consumer Value 12:54 Finding True Differentiators 20:26 Unified Commerce Explained 24:46 Challenges in Retail Today 27:26 Exciting Trends in Marketing and AI | |||
| 159. Why Most Ads Fail (And How to Fix) with Jiri Boudal | 08 mai 2025 | 00:27:54 | |
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 Labs Watch the full Youtube video here: https://youtu.be/Us3ZUPsdoyg Takeaways:
Chapters: 00:00 Introduction to Behaviour Labs and Subconscious Insights 02:07 Understanding Subconscious Insights vs. Traditional Research 08:31 The Role of System 1 in Consumer Decision Making 10:09 The Importance of Brand Marketing 14:13 Mapping Memory Building in Marketing 21:31 Distinctive Brand Codes and Their Impact | |||
| 158. How to Fix Your Boring Brand Messages with Alice Brown | 06 mai 2025 | 00:34:34 | |
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 Stories Watch the full Youtube video here: https://youtu.be/JSQJn9hyjis Takeaways:
Chapters: 00:00 Introduction to Alice Brown and Her Journey 02:53 The Importance of Outdoor Experiences and Community 06:02 Transitioning from Coaching to Marketing 08:46 Understanding Customer Obstacles and Hesitations 12:02 The Concept of the Big Idea in Marketing 14:55 Balancing Emotion with Product Details 17:55 The Three-Step Framework for Messaging 20:55 Exploring Customer Worldviews 24:07 Finding and Validating the Big Idea 27:12 Measuring Success in Messaging 29:58 Seventh Wave Stories: Services and Philosophy | |||
| 157. Social Commerce Secrets Revealed with Mike Feldman | 01 mai 2025 | 00:34:33 | |
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 VaynerMedia Watch the full Youtube video here: https://youtu.be/yW-iHSr6QUc Takeaways:
Chapters: 00:00 Introduction to Retail Media and Personal Mantras 04:18 Current State of Retail Media 06:03 Defining Success in Retail Media 09:43 Challenges in Offline Retail Media 11:22 The Role of Data in Retail Media 13:28 The Rise of Social Commerce 16:22 Creator Affiliates and Content to Commerce 20:19 Integrating Retail Media Strategies 22:26 VaynerMedia's Approach and Services 25:12 Future Trends in E-Commerce and Retail Media 27:13 Category-Specific... | |||
| 156. Simple PPC Hacks That Work with John Horn | 29 avr. 2025 | 00:26:12 | |
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 StubGroup Watch the full Youtube video here: https://youtu.be/L6a6AL4Cgps Takeaways:
Chapters: 00:00 Introduction to PPC Mastery 02:45 Common PPC Mistakes and Success Metrics 04:46 Tailoring PPC Strategies for Different Business Stages 07:42 Key Performance Indicators in PPC Campaigns 09:26 Analyzing Existing Campaigns for Improvement 12:05 Using PPC for Market Research 14:13 Iterating Campaigns Based on Data 16:47 Optimizing Landing Pages for Better Conversion 18:53 The Evolving Role of PPC Specialists 21:29 Overview of StubGroup and Industry Changes 23:39 Teaching and Sharing Knowledge in PPC | |||
| 155. The $110M Email Playbook with Jason Donapel | 24 avr. 2025 | 00:31:57 | |
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 Experience Watch the full Youtube video here: https://youtu.be/6a2NsWEv99A Takeaways:
Chapters: 00:00 Introduction to Retention Marketing 03:07 The Importance of Retention in E-Commerce 06:05 Metrics for Measuring Retention Success 09:06 Strategies for Effective Messaging 12:11 Personalization and Automation in Marketing 15:09 The Role of AI in Email and SMS Marketing 17:48 Deliverability Challenges and Solutions 20:53 Growing Your Email and SMS List 24:02 Lead Magnets and Community Building 27:09 Email vs. SMS: Channel Strategies 30:04 Adapting to Change in Marketing 31:04 Conclusion and Resources | |||
| 154. Fashion Marketing Trends You Need Now with Amanda McCormick Bacal | 22 avr. 2025 | 00:33:21 | |
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 JOOR Amanda McCormick Bacal’s LinkedIn Watch the full Youtube video here: https://youtu.be/XxSi9AG9kSg Takeaways:
Chapters: 00:00 Introduction to Fashion Marketing and Digital Wholesale 02:15 Transitioning from Brand to B2B Marketing 03:29 Understanding Jor: The Digital Wholesale Platform 04:25 Impact of D2C on B2B Wholesale Operations 07:48 Trends in Independent Retailers 10:51 The Shift from D2C to Wholesale 14:06 Insights from Data: Consumer Behavior Trends 19:09 B2B vs B2C Marketing Strategies 23:09 Global Marketing: Localization and Strategy 25:19 In-House vs Agency Marketing Decisions 26:37 Advice for Brands in the Evolving Wholesale Landscape 30:01 Evaluating and Selecting Wholesale Partners | |||
| 153. Make Scroll-Stopping Content That Converts with Stewart Cohen | 17 avr. 2025 | 00:29:59 | |
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 Pictures Watch the full Youtube video here: https://youtu.be/PbHvzOtKwpU Takeaways:
Chapters: 00:00 Introduction to Video Storytelling 02:24 The Evolution of Video Content 04:20 Onboarding and Client Engagement 09:30 Collaboration with Production Companies 12:47 Creating Authentic Campaigns 15:42 Tips for On-Camera Presence 19:50 Business vs. Entertainment in Video 23:20 Common Mistakes in Video Production 25:17 The Importance of Video in Marketing 26:12 Overview of Superstock 30:49 Conclusion and Future Insights | |||
| 152. Turn Your Amazon Side Hustle into Full-Time with Corey Ganim | 15 avr. 2025 | 00:33:05 | |
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/Distribution Corey’s free 5-day course on Amazon wholesale Watch the full Youtube video here: https://youtu.be/-3fhTdjKMmM Takeaways:
Chapters: 00:00 Introduction to Corey Ganim's Journey 02:11 The Decision to Leave Corporate Life 07:22 Building a Successful Amazon Business 09:12 Understanding Amazon Wholesale vs. Private Label 12:45 Approaching Suppliers Effectively 16:57 The Importance of Follow-Up in Sales 19:23 Marketing Strategies for Amazon Products 24:33 Criteria for Selecting Wholesale Partners 27:52 Focusing on Tools and Automotive Brands 30:08 Corey's Free Wholesale Course and Resources | |||
| 151. Simple Video Strategy That Works with Daniel Borba | 10 avr. 2025 | 00:36:48 | |
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 SparkPortal Watch the full Youtube video here: https://youtu.be/PzBUaIKTxWM Takeaways:
Chapters: 00:00 Introduction to Video Marketing and Its Importance 07:09 Understanding the Marketing Funnel 13:04 Common Mistakes in Video Marketing 15:25 Video Strategies for Different Funnel Stages 20:05 Long-Form Content and Its Role 21:54 Measuring ROI of Video Content 30:29 Business Model Evolution at Spark Portal | |||
| 150. Lessons You Won’t Learn in School with Marques Ogden | 08 avr. 2025 | 00:32:38 | |
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 Show Watch the full Youtube video here: https://youtu.be/Tc5sIiB6Wn8 Takeaways:
Chapters: 00:00 Introduction to Resilience and Authenticity 05:24 The Importance of Alignment, Respect, and Values 10:53 Lessons from the NFL: Team Building and Business 15:55 Authenticity and Servant Leadership 20:40 Communication Challenges in Organizations 24:45 The Success Cycle: Ambition, Drive, and Hard Work 30:01 Building a Business: Journey and Vision | |||
| 149. Easy Ways to Keep Customers Happy with Vance Morris | 03 avr. 2025 | 00:35:38 | |
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 Institute Watch the full Youtube video here: https://youtu.be/Jfg9LLu-T5Y Takeaways:
Chapters: 00:00 Introduction to Customer Experience 02:17 Defining Customer Experience and Retention 04:10 Implementing Effective Customer Engagement Systems 09:40 Lessons from Disney: The Importance of Systems 12:22 Balancing Systems with Creativity in Customer Experience 16:25 Measuring Success in Customer Experience 18:25 Immediate Strategies for Enhancing Customer Experience 24:17 The Power of Storytelling in Customer Experience 29:22 The Systematic Magic Approach to Business | |||
| 148. Inside the World of Digital Games with Mona Kinal | 01 avr. 2025 | 00:37:06 | |
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.COM Watch the full Youtube video here: https://youtu.be/J6blGvJo1qg Takeaways:
Chapters: 00:00 Introduction to G2A and Gaming Industry 02:30 G2A's Growth and Market Positioning 05:31 Adapting to Industry Changes and User Behavior 10:37 Marketing Strategies in the Gaming Sector 14:13 The Role of E-sports and Influencer Partnerships 19:08 Leadership Style and Team Management 31:31 Future Trends in Gaming and Marketing 34:41 Lessons and Tips for Marketing Leaders | |||
| 147. How to Sell Using Voice Commerce with Ezra Cohen | 25 mars 2025 | 00:31:54 | |
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 Colavita Watch the full Youtube video here: https://youtu.be/UAvi6gZSSlg Takeaways:
Chapters: 00:00 The Rise of Social Commerce 05:46 Subscription-Based E-Commerce Models 09:52 The Importance of Sustainability in E-Commerce 15:07 The Growth of Mobile Commerce 20:50 Transformative Voice Commerce 23:32 Augmented Reality in Online Shopping 26:04 Navigating Marketplaces: Amazon and Walmart 27:33 Lessons Learned and Best Practices | |||
| 146. The Power of Retention Marketing with Daniel Budai | 18 mars 2025 | 00:31:14 | |
Growing an e-commerce brand isn’t just about getting new customers—it’s about keeping them. That’s where Daniel Budai, CEO and Founder of Budai Media, comes in. Over the past seven years, his agency has helped 200+ e-commerce brands scale through email, SMS, and retention marketing. One of his clients even made $3 million in just 30 days using these strategies. In this episode, Eitan Koter chats with Daniel about what really works when it comes to email marketing, SMS, and loyalty programs. They talk about why most brands burn out their email lists too fast, how AI is changing email marketing, and the right mix of content vs. promotions to keep customers engaged. Plus, Daniel shares the must-have automations every brand should set up, when SMS makes sense, and how to actually make loyalty programs work for your business. If you're looking to increase revenue without always relying on paid ads, this episode is packed with actionable strategies. Let’s get started. 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 Budai, CEO & Founder at Budai Media Watch the full Youtube video here: https://youtu.be/SmPG5NeGOtM Takeaways:
Chapters: 00:00 Introduction to E-Commerce Retention Marketing 01:49 The Journey from Geology to Marketing 03:35 Personalization and AI in Marketing 07:59 Data-Driven Marketing Strategies 10:12 Content vs. Promotion in Email Marketing 12:35 Growing Subscriber Lists Effectively 13:34 Navigating Email Deliverability Challenges 15:39 The Power of SMS Marketing 17:52 Essential Automations for E-Commerce 19:49 Understanding Retention Marketing 22:58 Implementing Loyalty Programs 25:57 Why Clients Stay with Buday Media 27:49 Tips for Email and SMS Marketing 30:09 Top 100 E-Commerce Emails Collection | |||
| 145. Why Made-to-Order Wins in Fashion with Craig Crawford | 11 mars 2025 | 00:36:50 | |
What if every piece of clothing was made just for you? That’s exactly what Craig Crawford, digital strategist and founder of Differently Enabled, is working on. In this episode of Mastering E-commerce Marketing, Eitan Koter chats with Craig about how technology is redefining fashion—from AI-driven measurements to on-demand production. Craig explains why off-the-rack sizing is outdated, how brands can use AI and digital tools to create better-fitting clothes, and what it really takes to build a fashion brand that’s truly inclusive. He also shares the biggest mistakes brands make when trying to adapt to this market—and what they should be doing instead. Beyond the tech, Craig dives into the real-world challenges of made-to-order fashion, like supply chain issues, pricing, and getting customers involved in the design process. Whether you’re in eCommerce, digital retail, or fashion, this episode is full of practical takeaways on how to stay ahead. Let’s get into it. 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: Craig Crawford, Founding Director at Differently Enabled Watch the full Youtube video here: https://youtu.be/sAdUhF3WKQ8 Takeaways:
Chapters: 00:00 Introduction to Craig Crawford and Differently Enabled 01:25 The Inspiration Behind Differently Enabled 06:35 Innovations in Inclusive Fashion 11:29 Challenges and Triumphs in the Journey 21:13 Current Status and Future Plans 23:06 Common Mistakes in Implementing Inclusivity 30:26 The Right Brain of IT: Craig's Unique Approach | |||
| 144. How to Enhance User Engagement with Lisa Bourne | 04 mars 2025 | 00:35:22 | |
Join host Eitan Koter as he chats with Lisa Bourne, an experienced leader in retail and eCommerce with a Harvard MBA and a strong background in business strategy. Lisa has worked with major brands like Amazon, Bergdorf Goodman, and Neiman Marcus, specializing in sales, marketing, and merchandising. She’s also played a key role in social impact and DEI efforts, previously leading initiatives at Zwift and serving as Executive Director at Outdoor Afro. After a planned sabbatical, Lisa launched MariBourne Ventures, a consulting firm focused on retail and eCommerce optimization, nonprofit strategy, and DEI advisory. She excels at bridging brand storytelling with retail fundamentals, helping businesses drive growth while creating meaningful customer experiences. In this episode, Lisa talks about retail transformation, the impact of AI and personalization on eCommerce, and what brands need to do to stay relevant. She shares how companies can optimize their online presence, improve conversion rates, and build authentic relationships with customers. Lisa also discusses the importance of inclusive leadership and how organizations can create environments where diverse teams thrive. If you're looking for real-world strategies on retail success, leadership, and customer experience, this is the episode 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: Lisa Bourne, President & Founder at MariBourne Ventures Watch the full Youtube video here: https://youtu.be/oJmWh9QAcHA Takeaways:
Chapters: 00:00 Introduction to E-Commerce and AI Personalization 04:24 Back to Basics: Understanding Your Customer 10:30 The Importance of Brand Identity 15:11 Challenges for Luxury Brands in E-Commerce 18:18 AI's Role in Customer Personalization 23:04 Fundamentals of Conversion and Search 30:37 Diversity, Inclusion, and Belonging Initiatives 34:37 Conclusion and Future Connections | |||
| 143. Simple Marketing Hacks for E-commerce with Sarah Carusona | 28 févr. 2025 | 00:40:35 | |
Today, host Eitan Koter brings a relaxed conversation with Sarah Carusona, an e-commerce growth consultant known for her work with top D2C brands. Sarah’s experience spans from her time at OluKai—where she played a key role in shaping marketing strategies—to her current work as an independent consultant. Sarah has managed large media budgets for a variety of brands, including Alpha Lion, Sunny Within, and more. In her talk with Eitan, she explains that success isn’t about pouring money into ads. Instead, it’s about focusing on a few key performance numbers that really move the needle. She shows how a balanced mix of organic content and smart paid advertising can lead to real improvements. Throughout the episode, Sarah talks about setting up simple yet effective systems that guide customers from the first click to the final purchase. She covers topics like tracking the right metrics and understanding customer behavior without getting lost in the details. Eitan and Sarah keep the conversation friendly and easy to follow, much like two friends sharing what has worked for them. Listeners will walk away with clear tips to boost their online store’s performance and manage marketing channels more efficiently. 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: Sarah Carusona, eCommerce Consultant Watch the full Youtube video here: https://youtu.be/nKaapI3hRmg Takeaways:
Chapters: 00:00 Introduction to E-commerce... | |||
| 142. Secrets Big Brands Don’t Want You to Know with Maxwell DesMarais | 21 févr. 2025 | 00:30:44 | |
On this episode of Mastering Ecommerce Marketing, Eitan Koter sits down with Maxwell DesMarais, the digital marketing and paid media expert behind Vital Design. Maxwell knows exactly what makes eCommerce brands successful online, and today, he’s sharing some of his best strategies. He breaks down the three things every online store needs to convert more customers, how social proof and video help build trust, and the surprising test that skyrocketed a client’s conversion rates. He also talks about the latest shifts in SEO and paid media, including how Google AI is changing search traffic and what brands can do to stay ahead. Max also runs My Outdoor Base Camp, a site he built from the ground up, where he experiments with different marketing tactics. He shares what’s working, what’s not, and how brands can apply the same principles to grow their business. If you want practical strategies for improving your website, paid ads, and SEO, this is an episode you won’t want to miss. Let’s get started! Our podcast has been ranked #37 in Feedspot's 100 Best E-Commerce Podcasts: https://podcast.feedspot.com/ecommerce_podcasts/ 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: Maxwell DesMarais, Director of Strategy at Vital Design Watch the full Youtube video here: https://youtu.be/-kGtMtsaOmk Takeaways:
Chapters: 00:00 E-commerce Essentials for Conversion Optimization 05:06 Surprising Insights and Tactics for E-commerce Success 10:50 The Future of SEO and Content Strategy 16:42 Crafting Compelling Content and Understanding Customer Pain Points 19:18 Maximizing ROI with Paid Media Strategies 21:51 Creating Seamless Omnichannel Strategies 26:21 Data-Driven Decision Making in E-commerce 29:07 Personal Journey and Insights from a Digital Marketing Expert | |||
| 141. How to Partner with Pro Athletes with Ishveen Jolly | 14 févr. 2025 | 00:29:34 | |
Welcome back to Mastering E-Commerce Marketing with your host, Eitan Koter. Today’s episode is all about sports sponsorships, data-driven marketing, and how brands can connect with athletes in a smarter way. Ishveen Jolly, founder and CEO of OpenSponsorship, joins us to break it all down. Ishveen has built OpenSponsorship into the largest marketplace for brands looking to partner with athletes for digital campaigns. With over 17,000 athletes on the platform and deals with brands like Walmart, Footlocker, ESPN, and FanDuel, she knows what works—and what doesn’t—when it comes to athlete marketing. In this conversation, she shares how she got into the industry, why she saw a gap in sponsorship deals, and what brands often get wrong about working with athletes. She also talks about shifting from a self-service model to a more hands-on approach, the rise of female sports, and how AI and data are changing the game. If you’ve ever wondered how brands—big and small—can use athlete partnerships to boost their marketing, this episode has plenty of takeaways. Our podcast has been ranked #37 in Feedspot's 100 Best E-Commerce Podcasts: https://podcast.feedspot.com/ecommerce_podcasts/ 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: Ishveen Jolly, Founder & CEO at OpenSponsorship Watch the full Youtube video here: https://youtu.be/DXdXcsSafh0?si=_XUgVdz3drOoJg8d Takeaways:
Chapters: 00:00 Introduction to Sports Sponsorships and Technology 01:05 The Aha Moment Behind OpenSponsorship 02:22 Misconceptions in Athlete Sponsorships 04:23 Building the OpenSponsorship Marketplace 08:30 Funding and Financial Strategies 10:50 Growth Challenges and Strategies for 2025 12:55 The Role of Data and AI in Sponsorships 15:03 Competing with Larger... | |||
| 140. The Untold Story of National Underwear Day with Michael Kleinmann | 07 févr. 2025 | 00:34:26 | |
Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, we’re talking with Michael Kleinmann, the Founder & CEO of Underwear Expert—a company that’s turned men’s underwear into a subscription experience. But Michael isn’t just selling underwear; he’s built businesses from scratch, created a national event (literally), and figured out what works (and what doesn’t) in e-commerce. In this conversation, he shares how he started in the industry by accident, why customer acquisition is harder than ever, and how content marketing helped him build a massive audience before even selling a product. He also opens up about the real challenges of running a subscription business, from keeping customers engaged to avoiding the common pitfalls that cause cancellations. Michael also shares his thoughts on agencies (spoiler: he’s not a fan), why marketing attribution is a mess, and how brands can stand out when anyone can launch a business overnight. If you're running an online store or thinking about subscriptions, this episode will give you plenty to think about. Our podcast has been ranked #37 in Feedspot's 100 Best E-Commerce Podcasts: https://podcast.feedspot.com/ecommerce_podcasts/ 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: Michael Kleinmann, Founder & CEO at Underwear Expert Watch the full Youtube video here: https://youtu.be/0C0cJ8FPQq8 Takeaways:
Chapters: 00:00 Introduction to E-commerce and Underwear Expertise 02:59 The Journey of Fresh Pair: From Startup to Success 05:53 Innovative Marketing: National Underwear Day and PR Strategies 09:10 Transitioning to Subscription Models: The Underwear Expert 12:00 Niche Marketing: Targeting the Gay Community 14:57 Content Creation and Community Building 17:55 The Subscription Experience:... | |||
| 139. How to Take Control of Your Social Media with Melanie Boylan | 31 janv. 2025 | 00:33:36 | |
Welcome to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today’s guest is Melanie Boylan, the co-founder and director of Stomp Social Media Training. Melanie has been helping business owners take control of their social media for over a decade, with a focus on empowering them to manage their platforms effectively without relying entirely on agencies. In this episode, Melanie shares how she accidentally started her business back in 2013 and grew it into what it is today. She talks about why it’s so important for business owners to understand their social media, even if they’re outsourcing it, and how that can make a real difference in building authentic connections with customers. You’ll also hear Melanie’s thoughts on the most common mistakes businesses make, like being inconsistent and failing to plan ahead. She breaks down practical tips to avoid burnout, strategies for staying organized, and why it’s critical to post content that speaks to your audience first—before trying to sell them something. If you’ve ever wondered how to balance social media with everything else on your plate, or you’re curious about the right way to approach your online presence, this episode is for you. Our podcast has been ranked #38 in Feedspot's 100 Best E-Commerce Podcasts: https://podcast.feedspot.com/ecommerce_podcasts/ 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: Melanie Boylan, Founder / Director at STOMP Social Media Training Melanie Boylan’s LinkedIn: https://www.linkedin.com/in/melanieboylan/ | |||
| 138. How to Build Smarter Online Stores with Ben Marks | 24 janv. 2025 | 00:32:50 | |
Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, Eitan sits down with Ben Marks, the Director of Global Market Development at Shopware. Ben has over 20 years of experience in the e-commerce world, starting from his early days as a developer and moving through roles that have taken him across 50 countries. In this episode, Ben shares what makes Shopware a standout choice for businesses looking for flexibility and control. He explains the concept of headless commerce in simple terms and why it’s a game-changer for merchants trying to stay agile in a competitive market. They also talk about how merchants can prepare for 2025 by focusing on smart investments in data and AI. Ben emphasizes the importance of asking the right questions before adopting new technology and shares advice on building a community around your brand. If you’ve ever wondered how to make better decisions for your e-commerce business or wanted to hear straight talk from someone who’s been in the trenches, this is an episode you don’t want to miss. Our podcast has been ranked #40 in Feedspot's 100 Best E-Commerce Podcasts: https://podcast.feedspot.com/ecommerce_podcasts/ 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: Ben Marks, Director Global Market Development at Shopware Ben Marks’ LinkedIn: https://www.linkedin.com/in/bhmarks/ Shopware: | |||