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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: October, 2020
Oct 28, 2020

What do six-packs, successful pilots and 2020 have in common?  No, it’s not a drinking game.  We’re talking data here people! Do you know your data…like really know your data?  Do you have a feel for it?  Do you look at the right numbers daily?  

Let’s talk pilots for just a second. If you’ve ever seen a cockpit, it looks kinda like most eCommerce dashboards - an overwhelming amount of buttons, data, dials, and meters.  But pilots actually focus mostly on just a few key instruments.  The rest is there to help if there’s trouble.  The same should be true for the dashboards you use to run your business.  

I absolutely loved this interview with Dan LeBlanc at Daasity.  We cover some really important topics to help you really get a handle on managing your business.  Here’s a quick rundown:

  • Is your data accurate?  Seems like an easy question.  Not always an easy answer.  
  • Do you know what your metrics mean?  It’s all in the definition.  If you don’t have the right definition, you can’t make good decisions.  
  • How you should look at your Lifetime Value (LTV) and why Cohorts matter
  • Why contribution margin is super important plus an easy way to calculate it
  • Knowing your RFM - Recency, frequency, and monetary value.  Here’s how to look at this and why it matters.
Oct 21, 2020

There are two different types of sponsored YouTube influencer videos:

  1. An integrated sponsored video and 
  2. Stand-alone sponsored video.

Stand-alone sponsored influencer videos are what most brands use and what most people think of when they hear “YouTube influencer marketing.” Stand-alone videos are typically an influencer providing a quick review or endorsement about a particular product.  So the video is titled “Widget 12 Pro Unboxing and review.”

An integrated sponsored influencer videos is an ad put inside of video on a separate topic.  The video might be about fortnite or camping, or whatever, but inside the video is a 30 second ad, read by the creator, for your product. These integrated video ads are Ridge Wallets secret sauce. 

Here’s a quick look at what we uncover on the show:

  • Why integrated sponsored videos are so great and why they scale better than stand alone influencer videos. 
  • How to approach influencers
  • Why subscribers on YouTube is largely a vanity metric
  • How to spot a dead channel vs. an active channel
  • How to measure the impact of your influencer videos 
  • What to pay influencers and how to think about CPMs (cost per thousand)
  • How to achieve scale in your outreach and deployment of influencer videos
  • Plus more!
Oct 14, 2020

During a pandemic, marketing for a travel company isn’t easy.  Kevin Urrutia and team at Chester Travel are getting creative and hustling to drive sales now and set themselves up for success in the future.  In this episode, we talk about the perfect combination of short term and long term growth strategies.  Using influencer marketing for short term growth and SEO for long term traffic and growth has proved to be a winning combination for Chester Travel and their line of modern luggage.  

Here’s a look at what we cover in this episode:

  • Leveraging returns and unsold inventory for influencer marketing.
  • Understanding the value of your product in influencer marketing.
  • Simple outreach for influencer marketing….you’re probably overthinking it.  Try this one sentence approach.
  • How a solid Instagram account is a necessary prerequisite for influencer marketing.
  • Leveraging your homepage to rank your blog posts
  • Combining remarketing and SEO to drive sales.
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