The Ecommerce Influence Podcast

One of the most exciting (and frustrating) parts of being a marketer today is that platforms are constantly evolving and our strategies have to evolve with them.

Today we’re joined by Susan Wenograd, Account Group Director at Aimclear, who brings her insights on the changes that are coming in 2019 and how ecommerce business owners and marketers need to start thinking differently about their paid social strategies.

Susan talks about how paid media is moving from a direct response channel to an integrated one, the impact this has as content and budgets are split into increasingly smaller parts, what to do when you start seeing a decreasing ROAS on Facebook, and the role brand awareness plays in all of this.

If you’re investing in paid media, you will not want to miss this episode. Enjoy!

Episode Highlights:

  • 8:50 How the marketing landscape changed in 2018, especially with paid social, and what ecommerce business owners and marketers need to be aware of moving into 2019.
  • 11:34 As paid media becomes more of an integrated channel rather than direct ROAS, you’re going to have to think differently about your messaging.
  • 12:55 The consequences creating snack-sized content has on your messaging and your ad spend.
  • 15:58 What sets great agencies and practitioners apart, and what to look for if you’re hiring.
  • 17:54 Multi-touch attribution: what it is and how to start measuring it.
  • 21:58 Common multi-touch models and their upsides and downsides.
  • 24:17 The cross-channel trick to increase the click-through-rate of Facebook ads.
  • 26:04 How to adjust your cross-channel SEM tactics depending on your budget.
  • 28:08 Why it’s important to integrate a brand awareness strategy into your funnel and where to do it.
  • 34:24 The types of interactions Susan sees on ads with general brand messaging vs. on ads that are pushing a sale.
  • 36:07 Susan’s tips for managing your marketing spend this year, and your expectations.
  • 40:51 Where content marketing fits for ecommerce businesses.

Links And Resources:

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Sponsor: Shoelace

This episode is brought to you by Shoelace. Shoelace helps fast-growing ecommerce stores tell their brand story, increase conversions, and grow revenue through Customer Journey Retargeting. This personalized approached to retargeting shows the right customers the right ads at the right time based on where they are in the buying journey with your brand. Whether a visitor is discovering your brand for the first time or a loyal repeat-customer is considering a purchase from your latest collection, they'll see tailored ad content that evolves like an engaging story in the days and weeks following their visit.

Shoelace's automation platform makes it a breeze to run memorable retargeting experiences. Visit and get started on working with Shoelace today. Mention "Ecommerce Influence" to claim a special offer during your free trial!

Sponsor: Klaviyo

Today’s episode is brought to you by Klaviyo. Over 10,000 brands have joined Klaviyo to help them build higher-quality relationships with their customers. Klaviyo does not force you to compromise between speed and powerful functionality, you get both. Interested to see Klaviyo’s impact? Tune into their 12-part docu-series following three brands—Chubbies, SunSki and the Love Is Project. You’ll learn how they prepared for Cyber Weekend 2018, marketing throughout the holidays, and beyond. Along the way, we’ll fill you in on what you should be doing as a business to push your marketing strategy to the next level.

Also, as you're going through this, they're going to show you how to prepare the business to continue to take it to the next level segment and grow and use it to use Klaviyo to drive more profitable interactions. If you want to go check out this docu-series, go to

Direct download: EI_181_Susan_Wenograd.mp3
Category:general -- posted at: 3:00am CDT