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Trace Shelton, editor-in-chief of INSTORE Magazine, and Shane O’Neill of INSTORE Marketing Services and Fruchtman Marketing got together to talk digital marketing. They covered everything from how digital media relates to traditional media, paid search vs. organic search and budgeting. They addressed viewer questions ranging from social media messaging to how often to post (and on which media), website construction, advertising on Yelp, Amazon and eBay, and much more.

O’Neill is vice-president of Fruchtman Marketing, an advertising, public relations, media planning, direct marketing and social media agency that specializes in the jewelry industry. Most recently, Fruchtman Marketing has teamed with INSTORE to bring jewelry retailers INSTORE Marketing Services, which combines the in-house capabilities, expertise and connections at INSTORE with the singular experience and know-how of Fruchtman to offer project-based and a la carte marketing services.


Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at trace@smartworkmedia.com.

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