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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: November, 2017
Nov 22, 2017

In 2009 Chegg was one of the leaders in the online college textbook market.  They offered college students the ability to rent textbooks online for a fraction of what they could pay at the campus bookstore.  Word of mouth from delighted students and strong online marketing efforts fueled rapid growth…Then they had an unwelcome competitor enter the ring - AMAZON.  

 

Most companies would shrink in terror, get angry, cry about the world being unfair and potentially leave the space altogether.  Chegg had been anticipating this move by Amazon and had been working feverishly for months to try and prepare.  In this podcast, I interview John Fillmore, Chief Business Officer for Chegg.com.  We dive deep into how they responded initially to Amazon and how they continue to innovate and stay relevant.  

 

Chegg’s best move (and they’ve had a LOT of great moves) was understanding that their best asset was not an offer on cheap textbooks.  It wasn’t their website.  It wasn’t even their SEO value (that was immense at that time).  They’re greatest asset was the trust and relationship they had with college students around the country.  With that they were able to pivot and go beyond textbooks to helping college students perform better in school.  Their growth using content marketing, SEO, email marketing, and some wicked smart display marketing has been fun to watch.  

 

Here’s what we dive into:

- What it was like in the months leading up to Amazon entering the textbook market and then after they entered the market.  See how John and team “war roomed” regularly and came out with some powerful innovations.

- How Chegg innovates and stays relevant continually in the face of pressure from Amazon

-  How they view the textbook side of the business now that Amazon continues the “race to the bottom” with lower prices.

- Chegg’s wicked smart, campus-specific display marketing strategy….I’m still geeking out about this use of data.

- How Chegg knows their customers and markets accordingly

- What services they offer to “get students in the door” so to speak and then get them to stick around as customers.

- Brilliant content marketing plays

- Plus much more!

Nov 15, 2017

 

Few people have mastered social media marketing like Michael Stelzner.  Michael is the founder of Social Media Examiner, one of the most visited social media marketing websites on the planet.  He’s also the host of the Social Media Marketing podcast.  He started the podcast in 2012 and has since racked up over 12 million downloads.  
 
Michael and team also run the Social Media Marketing World - featuring some of the top social media marketers sharing their best stuff.  I’m super excited about the 2018 event - mainly because I’ll be sharing a stage with Michael - talking YouTube Remarking.  Want to join me?  Learn More.  
 
In this episode, I wanted to pick Michael’s brain on how he and his team approach content.  I want you to be able to capitalize and learn from Michael’s success.  
 
Here's a glimpse of what we cover:
 
- Keys to success with Facebook Live & Video marketing in general
- How his new behind-the-scenes shows called the “Journey” are racking up 10’s of thousands of views on Facebook and YouTube.  
- How eCommerce merchants should use video to fuel growth
- Advantages of going live vs. recorded (think algorithm)
- Social media predictions that could change the way we market
- Social Media Marketing World and why it’s one of the top Social Media Events in the world.  

 

Nov 8, 2017
This is part of the "how I did it" series where we interview successful eCommerce entrepreneurs and dig into the tactics and strategies that propelled them ahead of the pack.  This interview with Jared Mitchell, Co-Founder of Skincare by Alana, is a great example of building a community, testing everything, and diversifying traffic.  
 
Jared and Alana's story is pretty awesome. Jared went from a bass player with a record deal that fell through to self-employed deck builder to helping his wife launch an online skincare company.  Jared took some SEO knowledge and combined it with Alana’s passion and as an esthetician to build a budding eCommerce skincare store.
 
We dig into some really interesting stuff in this episode including:
 
- Jared’s top 4 Conversion hacks over the last 12 months
- A shipping offer test with surprising results
- Using Quizzes & Surveys for better conversions (this was an eye-opener for me)
- How to grow a new brand piggybacking on existing brands
- Jared’s top traffic sources
- Using Amazon to boost Google SEO traffic
- What separates successful eCommerce companies from the rest of the pack
Nov 1, 2017
This is Jeff Bezos’ world…we’re just living in it.  Or at least, that’s how it feels for an eCommerce merchant.  It’s hard to overstate the continued growth, innovation, and reach of Amazon.  With 214 distribution centers and growing.  Sales growing at 20-30% per year.  Forays into apparel, electronics (Kindle and the Echo family of products), batteries, and several other categories.  It’s hard not to look at Amazon with awe and wonder.  So, what's a merchant to do in light of Amazon's dominance?  Is Amazon friend or foe, or somewhere in between?
 
Andrew Youderian knows the world of independent eCommerce store owners better than arguably anyone on the planet.  He started the eCommerce Fuel podcast in 2014 and the eCommerce Fuel private forum shortly thereafter.  He’s bought, grown and sold several eCommerce businesses and he interacts regularly with top independent merchants on a monthly basis.  When it comes to eCommerce Andrew has done and seen it all.
 
In this episode, we look at how you as a merchant can stay relevant and thrive in the shadow of Amazon…and how to benefit from Amazon without “making a deal with the devil” so to speak.
 
He dives into detail on:
- What factors to consider when forming your Amazon strategy
- What merchants are most at risk to face irrelevance and extinction as Amazon continues to grow and innovate
- Andrews 4 Musts for thriving in an Amazon World
- When to “blitz” Amazon vs. when to back off
- Top takeaways from some of the best independent merchants on the planet…tips and ideas for you to steal and deploy
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