To pay, or not to pay. Or both? That’s the “driving” question in this episode about generating traffic in your media ecosystem with Director of Revenue Acceleration at Shopify Plus, Marc Weisinger. Alongside hosts Sabir Semerkant (SVP of eCommerce at VaynerMedia) and Mac King (Partner Manager for Shopify Plus), the group compares an organic versus paid approach. Starting with the value of sweat equity in SEO and email marketing, they go on to describe the benefits of optimizing your mobile experience and leveraging the power of video. On the paid side, the group covers the practice of testing, learning, and optimizing content, and explains how small budgets across a range of platforms (e.g. Google, Amazon) can empower brands and entrepreneurs to make smart changes quickly. Additional topics include tips to cultivate your brand, ways to stand out against the competition, and of course, hacks in analytics that can help you win, for example, Google Shopping and even next year’s Black Friday.