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eCommerce Evolution

eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.
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Now displaying: September, 2019
Sep 25, 2019

To date, this was one of my favorite episodes to record.  Partially because I love Amazon and love hearing behind the scenes stories from people who’ve worked there.  Brad does share a couple of great stories. 

Mostly I love this interview because the advice shared is pure gold.  Brad Moss has a unique perspective on business and growth. At Amazon he served as the first business lead over all of Seller Central.  To say he’s had the inside scoop on seller central would be a gross understatement.  

 I met Brad at an event in Miami.  When I found out he was a former Amazonian I was eager to find out a few things - 1. A good Jeff Bezos story.  2. What is was like to work there. The stories he told when we met and the stories told on this episode did not disappoint!  

In this episode we cover some pretty powerful lessons including:

  • How Amazon thinks about and deals with areas of the business that stop growing.  As you might guess, they don’t have warm and fuzzy sentiments here.
  • How Amazon looks at analytics…this is truly brilliant.  Understand how Amazon decides what data to measure, and what to change to get better results.  This is part of the key to Amazon's speed and their ability to scale successfully.
  • Two mindset shifts that Amazon looks for in their employees that will help instantly make you a better entrepreneur.
  • A few funny (and potentially painful stories) about how little Amazon celebrates successes.  These stories underscore the Bezos mantra that “it’s always day one.”
  • Top mistakes Brad sees Amazon sellers making and how to avoid them.
  • Plus more!
Sep 18, 2019

Paulina Masson is the founder of Shopkeeper and a longtime Amazon seller.  She has a wealth of knowledge when it comes to pricing products. She understands the competitive forces behind pricing decisions as well as the psychological factors.  

Ultimately you want to price in such a way to maximize total profits.  While you should consider profit per transaction, that might not be the ultimate metric to try and maximize.  Here’s what we look at:

  • How to run pricing split test and why it’s so complex.
  • How to price your products at launch including a free margin calculator
  • How to balance competitive price factors with consumer perception and psychology
  • When to end your price in 99, or 97 rather than 00.  And how a premium product or your target market might influence this.
  • 3 Types of Shoppers on Amazon and how to price for each
  • When and how to use coupons - when to do a % off vs. a $ off
  • How price impacts conversion rates
  • Plus more!
Sep 11, 2019

Is AI coming for all of our jobs?  As agencies and marketers, are we on the road to irrelevance?  Probably not fully, but our roles and our perspectives better shift and shift quickly.  Frederick Vallaeys is a brilliant marketer and programmer. He was one of Google’s first 500 employees and was on the original AdWords Quality Score team.  In this episode, we discuss how agencies and marketers of the near future should think more like pilots or doctors, or coaches (my metaphor). Pilots increasingly rely on instruments and AI to do their job.  So do doctors. But, deep expertise, strategy, and a human element are still really important. Here’s a hopeful but eyes-wide-open look at the future with Frederick Vallaeys.   

  • How Quality Score was yesterday’s black box and AI is today’s black box.
  • Using Fred’s Two Levels of Automation - Leveraging things like AI and Machine Learning (ML) and then creating a layer of automation to keep the machines in check.  
  • How is AI most impacting marketing now and how will it impact marketing in the next few years.
  • What new changes to Google Ads is Fred most excited about.
  • Some of Fred’s favorite Google Ad Scripts?
  • Automation can be simple. AI and ML are cool but you can achieve a lot with the simple stuff
Sep 4, 2019

A few months ago I delivered a talk at Social Media Marketing World 2019 on how to create a full funnel with YouTube ads.  Feedback on the session was great so I wanted to share it here on the podcast.  

 

Why YouTube ads? Watch time for “which product to buy” videos on YouTube doubled this past year. Nearly 70% of shoppers say they are open to learning about products on YouTube directly from brands. In this talk, we’ll explore 3 ways to utilize YouTube ads for growth. We’ll uncover 3 proven YouTube ad formulas to put the right video in front of the right prospect at the right time. We’ll also examine the best bidding strategies and winning campaign structures to implement for success.

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