Mastering eCommerce Marketing

Welcome to another episode of Mastering eCommerce Marketing, hosted by Eitan Koter. In this episode, Eitan chats with Jacob Shipley, who is the Head of Social Media at Benzinga. Jacob's got some serious experience when it comes to growing social media audiences, and he's been helping Benzinga reach new heights. If you want to learn how to build a real community online and gain more followers, Jacob's definitely someone to listen to.

During their conversation, Eitan and Jacob talk about what it takes to create engaging content that really connects with an audience. Jacob shares how he's grown Benzinga's followers from around 80,000 to over 220,000, including some of the things that worked—and some that didn't. They also discuss the importance of focusing on the right platforms, understanding what your audience is looking for, and making sure your content fits the space.

Jacob touches on why understanding the audience's mindset is key and how companies should think about their content from the bottom up, not just repurpose what's available. They talk about social media being a long game, one that takes consistency and adaptability, and why community engagement is still a superpower—even with all the AI tools around. There's also plenty of advice here on how to navigate trends, stay ahead, and really make social content work for your business.

So, if you're interested in growing your social presence or figuring out what makes an audience stick around, stay tuned—you won't want to miss what Jacob has to say.

Hey there, welcome to another episode of Mastering E-commerce Marketing. Today, Eitan Koter is joined by Matt Hodlofski, a partner at e6 Marketing. Matt has years of experience working with QVC and HSN, some of the largest live shopping platforms in the world. He started his journey as a producer at QVC and worked his way up, now partnering with brands to help them succeed in the live shopping space.

In this chat, Matt shares what makes live shopping so engaging, especially for the audiences at QVC and HSN. He talks about how storytelling plays a huge role in connecting with customers, the strategies that go into crafting successful live presentations, and why focusing on a few key points is more effective than overwhelming viewers with too much detail.

Matt also gives us a peek behind the scenes of how things work at QVC and HSN—how they build those shows that keep viewers tuning in and, ultimately, buying. He explains the difference between the traditional TV shopping approach and the new wave of live shopping we see today on platforms like TikTok, emphasizing why authenticity is so important for engaging a younger audience.

If you’re curious about what it takes to make products stand out in a crowded market through live video, or you want to hear about how these established networks are adapting to new trends, you’re in for a great episode. Stick around as Eitan and Matt explore the world of video commerce and share what’s working right now for brands looking to make an impact.

Hey there, welcome back to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today, Eitan sits down with Oyéta Kokoroko, the founder and CEO of Okoko Cosmetiques, an award-winning beauty brand based in Canada that specializes in natural skincare products designed to solve everyday skincare concerns.

Oyéta shares her journey, from starting Okoko Cosmetiques back in 2016 out of her passion for finding effective skincare solutions, to growing it into the successful brand it is today. She talks about the early challenges she faced, like figuring out how to position herself in the beauty market, connecting with her first customers, and getting noticed in an industry dominated by bigger players. She also discusses how innovation, customer connection, and the right mentors made all the difference in building her brand.

Throughout the conversation, Oyéta opens up about her marketing strategies, including the importance of organic content, building relationships with influencers, and making her products stand out with unique formulations. She also touches on the role of mentorship, why packaging matters, and her efforts to help other founders with product innovation and brand development.

If you're curious about the challenges and successes of running a beauty brand, or just interested in hearing how passion can drive a business to thrive, you're in for a treat. Stick around as Eitan and Oyéta chat about what it takes to build and grow a beauty brand that stands out.

In this episode of Mastering eCommerce Marketing, host Eitan Koter welcomes Nikita Vakhrushev, the Founder/CEO of ASPEKT, a digital agency specializing in email marketing for DTC brands. Nikita brings a wealth of experience in helping brands build stronger connections with their customers through targeted email and SMS campaigns.

Eitan and Nikita get into some essential topics around email marketing today, covering how to get emails delivered, keep audiences engaged, and make email a dependable revenue driver. Nikita shares his approach to deliverability, walking through what it takes to get emails into inboxes — from SPF records and DMARC setup to domain warmups. They also talk about the challenge of keeping email lists active year-round to make sure brands are top of mind when key shopping times like Black Friday roll around.

Nikita also explains his approach to finding the right balance between promotional and value-driven content in email campaigns, plus the importance of A/B testing to see what resonates with audiences. He shares how SMS can complement email marketing, especially for products with lower price points where a quick, simple message drives conversions.

For brands looking to grow their email list, Nikita suggests a mix of strategies, from website pop-ups to lead generation through social channels. Finally, Nikita talks about how AI tools like ChatGPT help his team generate fresh ideas and create content that engages customers effectively.

Whether you’re a seasoned marketer or just looking to get more out of email, Nikita’s practical approach to email and SMS offers some solid takeaways for today’s fast-paced eCommerce world.

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Roee Peled, the Co-founder and CRO of Hoox, a financial tech company making waves in how credit card issuers engage and activate cardholders. Based in Miami, Roee brings years of experience in the fintech space, and today he’s sharing Hoox’s fresh approach to tackling the competition for top-of-wallet status among credit cards.

During their chat, Eitan and Roee explore how Hoox has developed a system for credit card companies to prompt users with targeted offers right at the checkout, boosting engagement without relying on traditional methods like emails or street ads. Roee explains how Hoox leverages zero-knowledge technology to make real-time matches between consumers and their bank offers—without accessing any personal data. This solution provides a smoother shopping experience for users while delivering measurable results for card issuers and banks.

Roee also shares what Hoox learned from taking a more agile approach to sales, transitioning from direct merchant outreach to building strategic partnerships with payment gateways and platforms like MasterCard. By focusing on making smart connections in the payment ecosystem, Hoox is scaling faster and improving activation rates—often by up to 25% compared to the usual methods.

Eitan wraps up the conversation with a look into the future of customer activation, and Roee talks about how Hoox plans to stay ahead by offering low-friction solutions that fit naturally into the consumer’s shopping experience. This episode offers a closer look at what’s possible in fintech with a little creativity and strategic thinking.