Rise of the Expert: Influencers and the Shifting eCommerce Landscape

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.

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!

Credits

• Host: Eric Sheinkop
• Presented by The Desire Company
• Production services by Multitude

About The Show

Tap Into An Expert is your go-to podcast for unlocking the secrets of the retail media network space. Each episode features in-depth conversations with industry experts, tackling the pressing questions you want answered. Whether you're a marketer, retailer, or business leader, our show is designed to provide you with actionable insights and strategies that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.