In our new column, from time to time we will host leading people in the digital industry and ask them to answer professional as well as personal questions. The goal of this column is to provide a platform and space for leaders in the digital community, so that they can share their knowledge and experience with others as well.
Last time we hosted Michal Cohen, click here to read her answers to the questions.
This time on the A List corner – Irit Frank!
How did you start your career?
A little over a decade ago I worked as a Marcom manager at a large tech company. I discovered Amazon because I had to order something from there for work purposes. I fell in love with Amazon and I fell in love with eCommerce. It changed my life.
How did you take your first steps in the industry?
I set up several eCommerce stores in several different niches, spent a little over 50k NIS on advertising across a variety of platforms. I learned as I went and read everything I found on the subject.
What are your challenges as the owner of a digital marketing agency specializing in eCommerce?
To maximize my time and quantify it into money.
Which main platforms do you recommend advertisers use?
On all platforms. It’s important to remember that audiences are in constant migration and we need to catch them on all platforms. There isn’t really one main platform. They are all main.
What do you think is the next big thing in digital marketing?
Customer service. Whoever excels in customer service and the shopping experience will be the spearhead of digital marketing and eCommerce.
What does your daily routine at work look like?
I wake up very early, go over emails, over campaigns, and then start assigning tasks to the team for execution. For us, everything is managed through ClickUp, and whatever isn’t there doesn’t exist as far as I’m concerned.
What marketing move did you make that caused you to lose sleep for several nights?
Lose sleep at night? I know what I’m doing; sometimes it works and sometimes it doesn’t, but that doesn’t keep me up at night, I’m a professional.
What advice would you give to someone who is just starting out in the digital world?
Become professional at the pixel and implementation level, and campaign management; leave all the mumbo jumbo of strategies and mentors for posts
Where do you draw inspiration from?
What is inspiration? My clients are my inspiration. Do you understand what it means in today’s era to get up and set up a store with inventory, shipping, and customer service, and definitely trust marketers?
If that’s not inspiration, then what is?
How do you stay updated with everything new in the world and in general?
I subscribe to various newsletters, but the challenges are mainly what make me search.
Did you feel at any point in your career that you made a breakthrough?
I made a breakthrough about two years ago, maybe because of the rise of eCommerce (thanks to Covid), but I felt that I held the formula for success in eCommerce in my hands
How would you summarize the year 2021?
A year that will surely be remembered as a watershed moment when it comes to e-commerce
What was one of the biggest challenges during this period for you?
To continue working as usual despite post-Covid (my personal one) and to care for and protect my loved ones
Do you have new tools or activities that you credit to the Covid period?
I am the creature best suited to Darwin’s theory. I’m not the strongest, but I know how to adapt and survive. That’s what I have to say about this period
Following the Covid crisis period, what should we take forward to preserve?
It’s not really clear and hard to predict, but what’s certain – e-commerce will stay and take up a lot of space
A bit about the interviewee
