Rise of the Expert: Influencers and the Shifting eCommerce Landscape
RISE OF THE EXPERT: INFLUENCERS AND THE SHIFTING ECOMMERCE LANDSCAPE
FEATURING ASH MCMULLEN
SHOW NOTES
In this episode of Tap Into an Expert, host Eric Sheinkop sits down with Ash McMullen, Head of eCommerce at Advantice Health and a seasoned eCommerce leader with over 15 years of experience, to explore the fascinating evolution of influencer marketing and its impact on the eCommerce landscape. Ash shares her expertise on how social media has transformed consumer behavior and reshaped marketing strategies for brands.
EPISODE HIGHLIGHTS:
The Evolution of Influencer Marketing: From MySpace to TikTok, Ash discusses the rise of influencers and their role in driving consumer decisions, including how brands have adapted to leverage these partnerships effectively.
Authenticity vs. Overexposure: Dive into the challenges of maintaining authenticity in influencer marketing and why "influencer fatigue" is leading to a shift in consumer expectations.
The Rise of Expert Marketing: Learn how expert voices are becoming a powerful tool for building trust and credibility in an increasingly skeptical marketplace.
Real-World Insights: Ash shares compelling examples from her work at Advantice Health, including how expert-driven campaigns have boosted sales and consumer engagement for brands like Kerasal and Triple Paste.
What’s Next for eCommerce?: A forward-looking discussion on trends like digital twins, evolving consumer behaviors, and how brands can stay ahead in a rapidly changing digital landscape.
This episode is packed with actionable insights for marketers, brand managers, and anyone interested about the intersection of social media, eCommerce, and authenticity. Tune in to discover how expert marketing is redefining success in today’s ultracompetitive market!
ABOUT ASH MCMULLEN
Ash is an eCommerce leader with over 15 years of experience and currently serves as Head of eCommerce at Advantice Health, a PE-backed CPG company behind brands like Kerasal, AmLactin, Triple Paste, Dermoplast, and New-Skin.
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