How to master email, SMS, and AI to drive real ecommerce growth

The origin story of Coalition Technologies

Jordan Brannon, President of Coalition Technologies, shared the agency’s unique journey from a college side hustle to a powerhouse digital marketing firm. What started as a way for him and his brother to afford better housing in college turned into a full-scale business after they recognized the growing demand for their e-commerce expertise. Now, 15+ years later, Coalition Technologies boasts a team of over 250 employees, helping brands navigate the complexities of digital marketing with a focus on platform selection and high-impact growth strategies.

The biggest challenge in digital marketing today

According to Brannon, the biggest hurdle brands face in digital marketing is filtering out the noise. “There are just so many different tech stacks, platforms, features, channels, ad types, and strategies—it’s overwhelming,” he explained. Many brands, whether relying on in-house teams or freelancers, struggle to cut through the clutter and make informed decisions. Coalition Technologies aims to solve this problem by providing clear, data-driven guidance on where to invest, when to scale, and when to pull back.

Mastering email and SMS marketing

Email and SMS marketing are often considered table stakes in e-commerce, yet many brands overlook fundamental best practices. Brannon pointed out that too many brands focus on promotional content while neglecting transactional communication. “A lot of brands jump right over transactional emails—like order confirmations, shipping notifications, and abandoned cart reminders—when those are actually the messages customers want to receive,” he said.

A well-structured email and SMS strategy should feel natural and personalized, guiding customers through a journey rather than bombarding them with sales promotions. By seamlessly blending transactional and promotional messaging, brands can create meaningful touchpoints that enhance customer engagement and drive incremental revenue.

AI’s growing role in ecommerce

AI is reshaping digital experiences, from search and chatbots to hyper-personalized shopping journeys. Brannon highlighted how consumer expectations are evolving: “We now expect to ask a question and get an intelligent, personalized response in return.” As brands adopt AI-driven tools for site search and customer service, the key is ensuring these technologies enhance, not just replace, existing experiences.

One of the most exciting developments is AI-powered product recommendations and search functionalities. By leveraging past purchase history and browsing behavior, AI can act as a personal shopping assistant, helping customers find exactly what they need. Brannon emphasized that the brands that successfully integrate AI will be those that use it to improve customer experience rather than simply adding AI for the sake of it.

However, he also cautioned against AI tools that promise innovation but merely add speed without real efficiency. “Too many AI implementations don’t actually improve the process; they just do the same thing a little faster,” he explained. While this may appeal to executives looking for a flashy AI label or boost stock prices, it doesn’t meaningfully impact the customer experience. Instead of adopting AI just for the sake of it, brands should focus on solutions that genuinely enhance engagement, simplify shopping experiences, and drive measurable improvements in customer satisfaction.

Predictions for the future of digital marketing

Looking ahead, Brannon foresees significant shifts in how consumers interact with brands. Three key trends stand out:

• The rise of conversational search – AI-driven search tools are becoming more interactive, requiring brands to optimize for large language models like OpenAI and Google’s AI-powered search.
• Hardware evolution – As AI expands into wearables and smart devices, the way consumers browse and shop will change, pushing brands to rethink digital experiences beyond traditional screens.
• AI-driven brand personalization – With AI generating more content and interactions, brands must focus on maintaining authenticity and ensuring that even automated interactions reflect their unique voice.

As digital marketing continues to evolve, brands that prioritize clarity, personalization, and AI-powered enhancements will be best positioned for success. Brannon’s insights serve as a powerful reminder that amidst all the noise, the brands that win are the ones that focus on delivering meaningful, seamless customer experiences.

Watch the whole conversation with Jordan here.