Leveraging Influencer Commerce

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Leveraging Influencer Commerce
Release Date: November 24, 2024
Host: Benjamin Shapiro
Guest: Jennifer Silverberg, CEO of Smart Commerce

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Introduction

In this episode of the MarTech Podcast, host Benjamin Shapiro engages in a dynamic discussion with Jennifer Silverberg, CEO of Smart Commerce, focusing on the strategic integration of influencer commerce within the Consumer Packaged Goods (CPG) sector. The conversation delves into how influencers are reshaping e-commerce, particularly in driving real-time consumer actions and catering to the evolving behaviors of Gen Z.

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Elevator Pitch

[04:35] Jennifer Silverberg:
"I personally spent about 35 years in CPG marketing, and really, I was a marketing consultant during that time and worked with everything from startups to Fortune 500, then found myself really honing in the technology space and then wound up seeing this opportunity and became a founder. So that's my short path. So I'm a founder with a bunch of CPG experience, lots of CPG experience."

Jennifer succinctly outlines her extensive background in CPG marketing and her transition into the technology-driven space, culminating in the founding of Smart Commerce. Her expertise bridges traditional marketing strategies with innovative technological solutions aimed at enhancing e-commerce conversions for CPG brands.

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Leveraging Influencers for E-commerce

The conversation transitions to the core topic: leveraging influencers to drive e-commerce growth. Jennifer emphasizes the pivotal role influencers play in bridging the gap between product discovery and immediate purchase decisions.

[06:12] Jennifer Silverberg:
"The word I would say for commerce right now that is driving everything is on demand. And I hope we get the chance to talk about what that means. But it's changing everything. And what it's doing is it's putting influencers in a really interesting position to be able to drive this on demand action on behalf of brands and in partnership with retailers. So it's a new paradigm that is emerging out of this. It's not just a new platform, it's a new paradigm."

Jennifer introduces the concept of "on-demand" commerce, highlighting how it transforms influencer roles from mere brand promoters to active drivers of immediate consumer actions. This paradigm shift underscores the necessity for brands to adapt their strategies to harness the full potential of influencer partnerships.

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On-Demand Commerce

Exploring further, the discussion centers on how on-demand commerce aligns with consumer expectations of immediacy, especially among younger demographics.

[07:22] Jennifer Silverberg:
"They are doing everything from driving the desire of the product. And desire right now has, and particularly you asked me about Gen Z, Gen Z has the expectation, because they've grown up this way, that those desires will be immediately fulfilled."

Jennifer articulates that Gen Z, having grown up with instant gratification, expects swift fulfillment of their desires. Influencers cater to this by not only generating product desire but also facilitating immediate purchases, thereby aligning with the Gen Z's demand for speed and convenience.

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Impact of Gen Z's Online Habits

The episode delves into how Gen Z's online behaviors influence broader consumer trends and how marketers can adapt to these changes.

[08:20] Benjamin Shapiro:
"Is the younger demographic the one that needs this immediacy or have we all adjusted to this sort of new on demand nature where we decide that we need everything when we want it and we want it right now?"

[08:58] Jennifer Silverberg:
"We are all adjusting to some degree. We see it in the data. We're all definitely adjusting, but the younger generation is an expectation."

Jennifer explains that while the on-demand nature of commerce is a broader trend, Gen Z sets a heightened expectation for immediacy. Their preference for seamingly effortless purchasing experiences, such as ordering with a few clicks and having products delivered swiftly, challenges traditional shopping behaviors and compels brands to innovate continuously.

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Toss Up: Paid Social vs. Influencer Marketing

In the "Toss Up" segment, Benjamin poses a critical decision point for e-commerce brands: whether to prioritize performance marketing through paid social channels or to invest in influencer-driven campaigns.

[11:11] Jennifer Silverberg:
"I'll be honest, if I were handed a brand right now, which we ask ourselves this all the time... I would rethink advertising. The typical advertising... is ignorable. But a human being recommending something... is much less ignorable."

Jennifer advocates for a balanced approach where influencer content enhances paid media efforts. She stresses the importance of human recommendation in capturing consumer attention more effectively than traditional paid advertisements.

[12:36] Benjamin Shapiro:
"What I'm hearing from you is that your paid media is your workhorse for driving conversions, but your demand generation is mostly your influencers. You're building awareness and knowledge of your product."

Benjamin encapsulates Jennifer's perspective, recognizing the complementary roles of paid media and influencer marketing in driving both awareness and conversions.

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Game Plan: Scaling Influencer Campaigns

In the "Game Plan" segment, Jennifer outlines strategies for launching and scaling influencer campaigns effectively, particularly for large enterprise brands.

[16:35] Jennifer Silverberg:
"I would sit down and I would figure out who are the people who are passionate, how do I leverage them and how do I turn them into unpaid nano influencers. And at the same time get some of the mega influencers and work with your agencies to do that."

Jennifer emphasizes a dual strategy: collaborating with mega influencers through agencies for extensive reach, while simultaneously engaging passionate nano influencers to foster authentic, grassroots promotion. This approach ensures both broad visibility and deep, trust-based consumer engagement.

[19:12] Jennifer Silverberg:
"It goes back to all the old viral concepts, which is you need to give me something that makes it easy and you need to make me feel smart for having shared it or make me feel kind for having shared it."

She highlights the importance of creating shareable content that resonates personally with influencers, thereby incentivizing them to promote products organically. This tactic leverages the inherent trust and relatability of nano influencers to amplify brand messages effectively.

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Conclusion

Benjamin summarizes the discussion by reinforcing the integral role of influencer marketing within the broader e-commerce landscape. He underscores that influencer strategies are not merely experimental but constitute a significant portion of the marketing mix necessary for sustained business growth.

[24:14] Benjamin Shapiro:
"There is not a ton of interaction or difference between what's happening in store and out store. We've sort of mastered omnichannel marketing. But when we think about omnichannel commerce... your influencer marketing is incredibly influential. It is not just an experimental channel. It is now essentially 50% of your marketing mix."

The episode concludes with actionable insights on integrating influencer commerce into comprehensive marketing strategies, highlighting its essential role in achieving robust business growth in today's rapidly evolving marketplace.

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Key Takeaways

• On-Demand Commerce: Influencers are pivotal in driving immediate consumer actions, aligning with the Gen Z expectation for swift fulfillment.

• Gen Z Influence: The younger demographic sets high standards for immediacy and convenience, necessitating adaptive marketing strategies.

• Balanced Marketing Approach: Combining paid media with influencer-driven campaigns can optimize both awareness and conversion rates.

• Scaling Influencer Campaigns: A dual strategy involving mega and nano influencers ensures broad reach and authentic engagement.

• Central Role of Influencers: Influencer marketing constitutes a major component of the marketing mix, essential for driving sustained e-commerce growth.

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Connect with Jennifer Silverberg:

• LinkedIn: Jennifer Silverberg
• Smart Commerce: smartcommerce.com

For more insights and detailed show notes, visit martechpod.com.

Transcript

[Podcast Announcer]

The Martech Podcast is a proud member of the iHear Everything Podcast Network. Looking to launch or scale your podcast, iHear everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Benjamin Shapiro]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical life span of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Podcast Announcer]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

Welcome to the Martech Podcast. I'm your host, Benjamin Shapiro. How are you everybody? Today we're going to talk a little bit about what's happening in influencer content and you're joining us live here. We're on LinkedIn, we're on YouTube, Facebook, I think we're on Twitter, X, whatever we're calling it as well. We're trying something different and we're basically recording out loud now. And for the brave people that are joining us, we hopefully get to reach our audience here on all of those channels, but get to have a conversation which involves you as well. So if you're listening to our live stream, feel free to comment. We can bring your comments up and we'd love to have you as part of our conversation here. Today we're going to be talking about influencer commerce. Joining me is Jennifer Silverberg who is the CEO of Smart Commerce, which is a Martech platform that helps CPG brands drive more conversions. She's also the co host of the CPG Scoop podcast. So we're going to learn a little bit about consumer packaged goods, E commerce, also a lot about what's happening with the younger demographic, Gen Z. So to start off, we're going to basically break our conversation. How we do these live streams, we're going to break them into two separate topics. The first topic is going to be understanding what's happening, leveraging influence for E Commerce and making sure that everybody understands Leveraging influencers for E Commerce. We're also going to break our conversation into the second part which is making sense of Gen Z's online habits. But before we get to today's interview, I want to tell you about what I'm listening to. Ever wanted to sit down to a candid conversation with marketing leaders from the world's biggest brands? The Current podcast is your chance. On the current podcast, you'll find exclusive interviews with the experts and trendsetters who are on the front lines of digital advertising. And they always leave the ad tech jargon at the door. So subscribe to the [e-mail] or anywhere you get your podcasts today. Jennifer, welcome to the Martech Podcast. Very excited to have you here. Thank you for being so brave and joining us on this live stream. How's your Wednesday going?

[Jennifer Silverberg]

Oh, my God, it's amazing. This is the highlight so far today.

[Benjamin Shapiro]

You've made it to the mountaintop of the week. It's hump day and you could just cruise all the way down the hill, all the way to Friday, and then enjoy what you're doing for the weekend.

[Jennifer Silverberg]

I don't know about that. To me, Thursday and Friday are always the big ones.

[Benjamin Shapiro]

Naturally, as we start doing a live stream, the construction project next to my house has somebody that is having their car alarm going off. Can you hear that?

[Jennifer Silverberg]

I can. And that is the way that podcasts go these days.

[Benjamin Shapiro]

This is the beauty of recording live. All right, well, Jennifer, we've got two topics that we want to cover here. As I mentioned, the first one is going to be leveraging influencers for E commerce. So I want to start off by doing a couple segments, actually, before we get to that, we're going to do a segment we call Elevator Pitch. Little pretend here that I'm going to press the button. We're going to hop in an elevator. You're in Raleigh, North Carolina. I'm in the suburbs of San Francisco. It's a beautiful day in Burlingame, but we're going to pretend we're in one of those big buildings in New York City. We're going to go up 42 floors, and I want you to give me your elevator pitch of who you are and what your experience is. You've got 30 seconds.

[Jennifer Silverberg]

Personally, who I am? I thought you were going to ask me about smart commerce.

[Benjamin Shapiro]

We're going to get there, too.

[Jennifer Silverberg]

I personally spent about 35 years in CPG marketing, and really, I was a marketing consultant during that time and worked with everything from startups to Fortune 500, then found myself really honing in in the technology space and then wound up seeing this opportunity and became a founder. So that's my short path. So I'm a founder with a bunch of CPG experience, lots of CPG experience.

[Benjamin Shapiro]

Tell me a little bit about smart commerce because we're not quite to our floor yet.

[Jennifer Silverberg]

Awesome. Smart commerce helps CPG brands sell more stuff both online and offline by turning all of their digital touch points and now some analog touch points into starting points of commerce. Basically understanding that the world has brought where consumers discover products very close to where consumers buy products, which is all on here, and leveraging that to the benefit of selling more CPG products.

[Benjamin Shapiro]

For anybody listening on the podcast, when Jennifer says here, well, we're going to turn this into a podcast. So here she's holding up her phone, right? Everybody does commerce on their phone. That's the vast majority of where the transactions happen these days. Jennifer, I want to talk a little bit about the subject of the day, what we're doing with influencer commerce today. Let's start off with a little game that we like to call what's the Word. So when you think about the nature of leveraging influencers to drive commerce, let's start off with the word that you think is most representative of where we stand today. What's the word for E commerce? Leveraging influencers. In 2024, I'm going to take out.

[Jennifer Silverberg]

The word influencer because we're going to talk about what influencer means and it can mean a whole host of things. And I'm going to take the E off of your commerce because it's become where it's just kind of commerce. I mean, when you buy something online and you go in the store, is that commerce or E commerce? It's commerce. So the word I would say for commerce right now that is driving everything is on demand. And I hope we get the chance to talk about what that means. But it's changing everything. And what it's doing is it's putting influencers in a really interesting position to be able to drive this on demand action on behalf of brands and in partnership with retailers. So it's a new paradigms that are emerging out of this. It's not just a new platform, it's a new paradigm.

[Benjamin Shapiro]

That's really interesting that on demand, let's call that hyphenated and throw it in as what's the word? On demand.

[Jennifer Silverberg]

On demand.

[Benjamin Shapiro]

On dash demand. On demand is the word for influencers in commerce today. And when I think about that term mostly as it relates to influencers, I think about the immediacy of getting something. When you say on demand do you mean that influencers are helping drive real time purchases? That they're speeding up the pace of the purchase decision?

[Jennifer Silverberg]

They are doing everything from driving the desire of the product. And desire right now has, and particularly you asked me about Gen Z, Gen Z has the expectation, because they've grown up this way, that those desires will be immediately fulfilled. So if they want coffee, if somebody talks them into you need a whatever, whatever Frappuccino and you have to try this thing, they know that they are a couple of clicks away from having that thing delivered to them. And one of the most common things I hear, particularly around older marketers, is these young Gen Zs are acting so weird. They're getting a $6 cup of coffee delivered for another $6. They're paying $12 for coffee. They're going to outgrow that. And for all of us who are marketers, we know that we act as a cohort. And how we're going to behave when we're 60 is much more like when we're 20 than how the 20 year olds now are going to behave like 60 year olds now. They're going to carry this with them because they were taught it during COVID They were taught that the distance between desire and fulfillment of that desire is a click.

[Benjamin Shapiro]

Is that something that we're seeing that is specifically focused towards younger demographics? Like I think about my kids and I think that they are just used to being able to order something and it shows up the next day or have everything delivered. It wasn't always the way that I grew up. Like my expectation is you have to go and get something if you want it immediately. And they live in a totally different world. Is the younger demographic the one that needs this immediacy or have we all adjusted to this sort of new on demand nature where we decide that we need everything when we want it and we want it right now?

[Jennifer Silverberg]

We are all adjusting to some degree. We see it in the data. We're all definitely adjusting, but the younger generation is an expectation. In the older generation, what we're seeing is kind of, I'll call it a wardrobe of behaviors. You know, if it's raining, I might have somebody bring my groceries to the house. But if it's a beautiful day, I might go into the store. The younger generation will go into the store to look for ideas, but they're liable to go to the store, find the thing and then come back out and have it delivered to them because they don't want to carry it. There are certain paradigms that we come to expect because that's what we've always seen. We've always seen that we have to go into a store and push around a cart or try things on or whatever. The younger generation goes, well, I don't understand why on earth I would take two screaming three year olds into a store. I would just have that thing delivered to me. It becomes the default. It's the default behavior.

[Benjamin Shapiro]

I went to Old Navy where my wife works this weekend because it's the beginning of school today and I told my 7 year old son that we were going to go buy new clothes so he can look good, feel good for the beginning of school. We called them our LFGFs, tried to market it, give him an acronym and he lost his mind. He was like, just send it to me. You order, you pick it, send it to me. And I'm like, oh my God. We live in a world where we can't drive five miles away from our house to go to a store to pick out the clothes. So you could try them on. They're totally shaped. I want to move on to our second segment which we're going to call Toss up. So toss up, it's a 50 50. You got to decide which way you're going on something that I think can lean either way. When we're thinking about the impact of influencers on commerce, obviously it's a growing marketing channel if you're trying to sell goods and products. But we also think about the paid Social has been an incredib powerful channel. If you are running an e commerce brand and you have to decide on being reliant on one channel versus the other, are you going to try to prop up a performance marketing campaign? I'm going to figure out my spend on Facebook, Instagram, TikTok, what have you. Or are you going to start an influencer campaign that tries to build understanding impulse influence to drive sales? What's actually working? It's a toss up. You call it in the air.

[Jennifer Silverberg]

In the air. I'm going to take both. I'm going to use the influencer content to have the paid reach.

[Benjamin Shapiro]

That's not how the game is played. You got to pick one.

[Jennifer Silverberg]

I get to make the rules if I'm here, right? So no. And that's what I would do. I'll be honest, if I were handed a brand right now, which we ask ourselves this all the time. We have a ongoing survey of the last $5 billion of products that we've seen go into carts at retailers and we watch the actual behavior that the Consumer took, where did they start? Where did they go in the middle? How did the product get to the cart? And we're always analyzing that. And the question we're always asking is, if I owned a CPG brand, how would I knowing this data and being able to see this data, how would I change my behavior? And the way I would change my behavior abso freaking lutely is I would rethink advertising. The typical advertising, now 20% brighter or whiter or whatever, is ignorable. But a human being recommending something, a human being showing how they use something, is much less ignorable. We're wired intrinsically to connect with other humans. And when we see other humans, the ad, because it's still paid media, right? The ad becomes something different and something much more interesting and something that we pay attention to. Because whether it's paid or not, all attention is earned. There's paid media and there's earned media. But all attention on the side of the consumer is always earned. So I would use the influencer to help make the paid media work better.

[Benjamin Shapiro]

What I'm hearing from you is that your paid media is your workhorse for driving conversions, but your demand generation is mostly your influencers. You're building awareness and knowledge of your product. You're trying to get people to have some impulse, but without the performance marketing, you just don't get the reach and frequency that you need to start to drive conversions. Am I getting that right?

[Jennifer Silverberg]

Well, I think they exist side by side because people talk about a funnel, and funnels are hilarious. They're great. If you're buying a car, you're buying, I don't know, a TV or something like that. It makes sense to build a funnel if you're selling green beans or. One of my favorite examples is always chipotle mayonnaise. I just mentioned chipotle mayonnaise. You now are going to go look for chipotle mayonnaise.

[Benjamin Shapiro]

I can't stand chipotle mayonnaise. Everybody puts it on every. It's my like, okay, we went to Belize, chipotle mayo on every. And I was like, I just don't like the flavor.

[Jennifer Silverberg]

Find the right one for you. But the idea that, let's say there's a chipotle mustard, I don't know. But you hear about it and you go, chipotle.

[Benjamin Shapiro]

That's the problem.

[Jennifer Silverberg]

Either say, yes, I want it or no, I don't. It's no, I don't. But you don't have a funnel. You don't go into consideration Mode and then, you know, awareness to consideration to whatever. You literally want that thing now. So what smart commerce does, actually, just to go back to that definition, is we give the influencer a link so that the consumer can click and drop that product into the cart at their favorite retailer in that moment, that the influencer influences them. Because if an influencer is influencing you to buy an iPad or something, that is a high funnel activity. But if an influencer is saying, here's a cocktail, you should make it tonight, click here to drop all these cocktail things into your Walmart grocery cart or wherever it is you shop. The influencer becomes the mechanism that drives the sales. They actually do close the transaction in that moment, and they should close it, because the alternative is you have to remember later that you saw this influencer thing. And I don't know about your behavior, but I'm gonna hold up my phone again. When I'm looking at influencer content, I'm scrolling.

[Benjamin Shapiro]

I'm not thinking about buying mayonnaise on my phone most of the time. And that's not where I'm being influenced. That is more of a commodity product. Now, where I do think you run into something that, whether it's a funnel or something that needs to be marketed, every product needs to be marketed. But something that needs more marketing is a new version of a product. Right there is the notion of what is the hot product for today, what is the drink of the year, what is the flavor? What is the thing that is getting people to try something different, do something new? And honestly, most of the time, this is just an excuse to sell more mayonnaise because they're dropping some chipotle powder in it and have the same product. But you to keep continual sales, you got to innovate. You have to do something new and to show how the product is being used and what it's good for. Influencers are incredible like that. If you start doing your performance marketing on your chipotle mayo, and nobody knows that chipotle mayo is great for tacos, it can be on eggs, you can use it in salads. Whatever you're going to use it for, no one's going to buy. So you do have to plant that seed first. Influencers are great for that. I want to move on to the last segment for this topic, which is what we call Game plan. So in Game Plan, what I want to do is ask you about the nature of getting an influencer campaign off the ground. Everything that I've heard about influencer campaigns and has experienced is if you get the right influencer who has the right message and the right audience. Oh, man. Chef's kiss. You can get an incredible performance at a relatively low roi. But the problem is there's a lot of ifs there. And it's also hard to manage a lot of influencers when you have them all gobbled up on the same time. Right. When you're trying to manage a whole bunch of influencers and you're running this not as a one to one but a one to many campaign where you're reaching lots of influencers. So give me the game plan for how smart e commerce brands are getting influencer campaigns at scale off the ground.

[Jennifer Silverberg]

Today I'm going to break it into two answers. I think the big brand, because we work mostly with big enterprise brands and they use some of the big influencer agencies, whether it's Inmar or Linkia or whoever, they're using the big influencer agencies. But I think the bigger thing is to really think beyond. I call that traditional influencer. I was in Cannes for the Creativity Festival this year. All the buzz was around breaking influencers into the mega influencers. Who are the ones, we all know their names. The Macro Influencers, the Micro Influencers, and then the Nano Influencers. The Nano Influencers might be your mom. Let's say that she's a really great cook. And anytime she posts anything. Okay, great. Anytime she posts anything as a. And that was good shout out to mom. But anytime she posts anything, all of her friends pay attention to it and they will actually take an action on that. That's how I wound up with Liquid Death, by the way. That's just sitting here on my desk. So I'm going to give it a shout out. Liquid Death Water. You made the comment that some of these products are commodities. They're only commodities if they're not a brand and they only lose that status if the brand doesn't do what it needs to do. But I found out about this Liquid Death water from a friend of mine who I believe and I trust for all things food. And she said, I don't know what it is, but it's different and you really, really have to try it. It's leveraging those people and figuring out how do you make it so that they remember to recommend this product? How do you give them a platform so it's easy for them to recommend the product? And how do you bridge from that recommendation to the product landing in the car to getting bought or both? And that's what I would do. To answer your question, I would sit down and I would figure out who are the people who are passionate, how do I leverage them and how do I turn them into unpaid nano influencers. And at the same time get some of the mega influencers and work with your agencies to do that. But in between, look at these other influencers because they're just as influential. You know how many you mentioned your kids were going back to school. You know how many kids are going back to school and the teachers are influencers for which school back to school products they should buy. Why are some of the notebook manufacturers and stuff like that? Why are they not leveraging those teachers? They're huge influencers.

[Benjamin Shapiro]

I hear you. You're saying use agencies to manage the relationship with the biggest influencers, your macro influencers. And then when you get down to micro and nano influencers, it sounds like micro, you probably need some sort of a solution to manage them at scale. The nano influencers, you're really trying to drive them for free. Are there strategies, tools like talk through this with me. What are the ways to try to drive basically virality and social posting with the people that are influential.

[Jennifer Silverberg]

It goes back to all the old viral concepts, which is you need to give me something that makes it easy and you need to make me feel smart for having shared it or make me feel kind for having shared it. So you put some sort of promotion in for me to send some sort of information to my friends. And so here's $2 off if you go do this thing or you give me something that's so amazing that it's really easy to share with my friends. I bought a bottle of spirits recently and it had a little booze and it had a little hang tag around the neck and it had a recipe that was on there. But where they were really smart was the recipe wasn't just printed, but there was a QR code for me to be able to scan, to go to a page for the recipe. And they said when you serve this drink at a party and everybody asks you for the recipe, here's the QR code with the link that you can send them easily so that everybody has a recipe.

[Benjamin Shapiro]

The Hugo Spritz, apparently that's the drink of the year.

[Jennifer Silverberg]

The what?

[Benjamin Shapiro]

What is Hugo Spritz is Saint Germain, which is elderflower liqueur with prosecco. And you put mint and a lime in the glass. You serve it over ice in a wine glass. It's incredible. It's delicious. Drink of the year, apparently.

[Jennifer Silverberg]

No, this was a gin, but no.

[Benjamin Shapiro]

That'S a Gin Hugo Spritz. You can booze it up if you want.

[Jennifer Silverberg]

That's what I'm doing tonight.

[Benjamin Shapiro]

There you go.

[Jennifer Silverberg]

And you were just a nano influencer. So if you had a link from St. Germain that said, here's the recipe, I'll forward it to you. Jennifer, I have it on my phone. That's the kind of thing that you can put together. It made you feel smart, it made you feel helpful. It made me happy that you had shared it with me. And it can carry the brand message along with it. It's really about putting the consumer at the center of the equation, not the brand at the center of the equation. Most brands are kind of set up to think of themselves first, but they need to think of the consumer first.

[Benjamin Shapiro]

Here's my takeaway. We think about what's happening in E commerce, digital commerce, and in reality we can get rid of the E. Now it is just commerce. There is not a ton of interaction or difference between what's happening in store and out store. We've sort of mastered omnichannel marketing. But when we think about omnichannel commerce, when we think about what's happening in marketing, specifically E commerce used to be very driven by performance marketing and it makes sense. You have a conversion. If you're keeping everything online, you get all this wonderful tracking. But in reality, it's not the only channel that E commerce or commerce companies need to be thinking about. Your influencer marketing is incredibly influential. It is not just an experimental channel. It is now essentially 50% of your marketing mix. I think that's probably enough. We'll wrap up this episode of the Martech podcast and move on to our second topic which is making sense of Gen Z's online habits. Jennifer, thanks for coming on the podcast that wraps up this episode of the Martech podcast. If you're watching on the live stream, thank you so much for joining us. Feel free to leave your comments. If you get them in real quick, we'll try to respond. If not, we'll send you the messages back on LinkedIn, YouTube, wherever you're writing or watching, if you're watching the pre recorded video, we still do get the comments and we'll write you back if you have any questions. If you're listening on the podcast, thanks for listening to my conversation with Jennifer Silverberg, the CEO of Smart Commerce. If you'd like to hear more from Jennifer, you can find a link to her LinkedIn profile in our show notes. You can visit her company's website, which is smartcommerce.com a special thanks to the Current Podcast for sponsoring today's interview. If you're looking for candid conversations with marketing leaders from the world's biggest brands, then give the Current Podcast a listen. On the Current Podcast you'll find exclusive interviews with experts and trendsetters who are on the front lines of digital advertising, and they always leave the ad tech jargon at the door. So subscribe to the [e-mail] or anywhere you get your podcasts today. Just one more link I want to tell you about. If you didn't have a chance to take notes, head over to martechpod.com we've got show notes, quotes the direct descriptions of all of our guests. You could subscribe to be the next guest speaker on the Martech Podcast. You could sign up for our newsletter and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed. We publish episodes every day, so hit the subscribe button in your podcast app and we'll be back in your feed tomorrow morning. If you're on the live stream. Hey, subscribe like do all the things. Five star reviews. We appreciate you joining us. And that wraps up the episode of the Martech Podcast. That's all for today, but my advice until next time is just focus on keeping your customers happy.

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