Summary

On this episode of the Inorganic Podcast, co-hosts Christian Hassold and Ayelet Shipley are joined by guest Jeff Cohen, newly minted Chief Business Development Officer of Skai, former Principal Evangelist for Amazon Ads, and in general a seasoned operator with an extensive background in commerce and tech. In this episode, the hosts and guest explore the current state and future vision of omnichannel commerce. Their discussion spans the immediate and long-term prospects of retail media agencies and the defensibility of these businesses based on their commonly observed category-specific expertise. As a part of this discussion, they talk about notable retail media agencies including Podean, Cartograph, and Envision Horizons. The conversation emphasizes the need for agencies to adapt and innovate in a rapidly changing market.

Takeaways

• E-commerce is growing at a rate of 6-8%.
• Retail media is experiencing growth rates in the low to mid 20s.
• Omnichannel connectivity is crucial for brands.
• Brands often underutilize Amazon's audience capabilities.
• Organizational silos hinder effective marketing strategies.
• Audience planning is essential for successful media execution.
• Agencies should act as partners, not just service providers.
• The future of retail media agencies is evolving rapidly.
• AI can significantly enhance operational efficiency in marketing.

Chapters

01:01 Introduction & Why Omnichannel Commerce Matters

02:40 Jeff Cohen’s Journey

04:46 The Growth of Commerce Talent

05:58 Defining Omnichannel Commerce

07:39 Are Brands Underutilizing Amazon’s Potential?

11:58 Balancing In-House and Agency Collaboration

14:21 Audience Planning: The Core of Retail Media

18:31 How Retail Media Agencies Differentiate and Mature

22:00 The Future of Agencies with AI & Tech

34:07 Inside Skai: AI Tools and Omnichannel Evolution

37:25 Platform Strategy & The Broader Tech Landscape 

40:40 Closing Reflections & Takeaways

Connect with Christian and Ayelet

Ayelet’s LinkedIn: https://www.linkedin.com/in/ayelet-shipley-b16330149/

Christian's LinkedIn: https://www.linkedin.com/in/hassold/

Web: https://www.inorganicpodcast.co

In/organic on YouTube: https://www.youtube.com/@InorganicPodcast/featured

Connect with guest Jeff Cohen

https://www.linkedin.com/in/jeffreycohen/

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