Marketero · Entrevistas
3 Jaw-Dropping Takeaways from Shoptalk & SXSW | Perpetual Traffic EP 685
19 ideas de marketing sacadas de «3 Jaw-Dropping Takeaways from Shoptalk & SXSW | Perpetual Traffic EP 685», de Perpetual Traffic. Sobre todo de canales…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 45 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 19 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 19 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Canales de adquisiciónAntes del cuarto trimestre (Q4), donde plataformas como Meta, Google y TikTok incrementan drásticamente sus costos de publicidad, es recomendable utilizar el segundo y tercer trimestre (Q2 y Q3) para probar y validar canales de medios alternativos (redes de podcasts, plataformas retail, etc.) y construir una estrategia omnicanal más eficiente.
we're getting super aggressive like Q2 just started. So, we are like meeting with every possible like ad distribution sure by Q3 we are testing and launching ads and everywhere but the big three as new places ahead of Q4. So Q4, Facebook, Google, Tik Tok, like those are known very expensive places to put your media. So we want to do additional media want to have a stronger omni channel presence and be more efficient with our
Escúchalo en el minuto 31:00
Canales de adquisiciónAntes del cuarto trimestre (Q4), donde plataformas como Meta, Google y TikTok incrementan drásticamente sus costos de publicidad, es recomendable utilizar el segundo y tercer trimestre (Q2 y Q3) para probar y validar canales de medios alternativos (redes de podcasts, plataformas retail, etc.) y construir una estrategia omnicanal más eficiente.
we're getting super aggressive like Q2 just started. So, we are like meeting with every possible like ad distribution sure by Q3 we are testing and launching ads and everywhere but the big three as new places ahead of Q4. So Q4, Facebook, Google, Tik Tok, like those are known very expensive places to put your media. So we want to do additional media want to have a stronger omni channel presence and be more efficient with our
Escúchalo en el minuto 31:00
Marca y posicionamientoLanzar nuevos productos o iteraciones comunicando de forma transparente que están en desarrollo y que no son perfectos no daña la marca; al contrario, genera mayor lealtad al hacer que los clientes se sientan partícipes del proceso de co-creación y evolución.
You just have to be authentic. So you can enter new markets. can develop new products and you can launch without destroying your brand brand equity or even your relationship with your current customers as long as you in a way like developing customers want to be a part of that story. They want to know about the evolution and they want to be able you, you'll have stronger loyalty is the journey and absolutely as a result of that inclusion. Therefore, they are Because even when you're able to get their feedback into it because they know it's not perfect, they know that they help shape the…
Escúchalo en el minuto 20:12
Segmentación del ecosistema de email en tres estados de compra
Retención y relación con el clienteDividir la base de datos de email marketing en tres grupos clave —suscriptores que nunca han comprado, compradores únicos y compradores recurrentes— permite estructurar mensajes diferenciados según la relación con la marca.
Mongus Media, we talk about there's three main email buckets you have. There's someone who never bought from you. I call them a subscriber. Someone who's bought from you only once, and someone who's bought from you more than once. Those are the three different ways you talk to people in your email
Escúchalo en el minuto 26:36
Aprovechar redes de retail media alternativas para marcas de consumo masivo
Canales de adquisiciónLas marcas de productos de consumo masivo (CPG) con presencia en tiendas físicas (como CVS o Walgreens) deben considerar plataformas como Instacart o Fetch para comprar espacios publicitarios, ya que funcionan como equivalentes de retail media a costos a menudo más asequibles que los canales principales.
like Instacart, you have to like have your brand already distributed in other where it like works. If you have a product, if you have a CPG that is in a Walgreens or in a CVS, like Instacart, Fetch, there's a lot of resources available to you to buy ad space in like the Amazon equivalents of those consumer buying places that are often way more Learning about Instacart and Fetch's alternative streams of advertising space
Escúchalo en el minuto 30:31
Canales de adquisiciónEn conferencias del sector, las demostraciones y microcharlas dentro del propio stand con clientes reales que explican cómo resuelven problemas operativos generan mucha más credibilidad y conexión que las ponencias promocionales en los escenarios principales.
lectures were the ones that were inside the application and the software vendor why they were better is because they had people actually using the software. So, SKUs. So it was hearing directly from the person who's in charge of it versus being the marketing person talking about the software itself. So from the Whereas with the vendor's booth, because working with, you heard directly from the brands and it didn't feel like a sales pitch at all. it was more part of the main agenda you got to talk to them you got to connect directly with
Escúchalo en el minuto 10:35
Canales de adquisiciónEn conferencias del sector, las demostraciones y microcharlas dentro del propio stand con clientes reales que explican cómo resuelven problemas operativos generan mucha más credibilidad y conexión que las ponencias promocionales en los escenarios principales.
lectures were the ones that were inside the application and the software vendor why they were better is because they had people actually using the software. So, SKUs. So it was hearing directly from the person who's in charge of it versus being the marketing person talking about the software itself. So from the Whereas with the vendor's booth, because working with, you heard directly from the brands and it didn't feel like a sales pitch at all. it was more part of the main agenda you got to talk to them you got to connect directly with
Escúchalo en el minuto 10:35
Evitar tratar la inteligencia artificial como un concepto monolítico
Estrategia y decisiones de negocioAgrupar todas las aplicaciones bajo el término genérico de 'IA' distorsiona el análisis y las decisiones. Al igual que el término 'vehículo' abarca desde bicicletas hasta camiones comerciales, la IA incluye ramas con funciones y madurez muy distintas (IA numérica, generativa, de difusión o algoritmos publicitarios predictivos que llevan años en uso).
something that I really really loved was uh how they were saying look when people talk about AI it's the equivalent of using the word vehicle. AI and vehicle have many different versions. You can have a commercial truck. You can have a tricycle, you can have a seed, you can have a motorcycle, you can have a sedan, an ATV. Those are all different types of vehicle. They got point A to point B or they're for pleasure, right? And AI has all sorts of different there's numerical AI, there's diffusion AI, there's generative AI, there's a lot of different levels of AI. When we talk about AI that…
Escúchalo en el minuto 36:15
Apalancar la IA para elevar la producción creativa de buena a excelente
Estrategia de contenidosEn marketing y creación de contenidos (como guionización y video), la IA debe usarse como un multiplicador para potenciar y expandir las ideas; los profesionales o equipos que no adopten activamente herramientas de IA para convertir trabajo bueno en excelente quedarán desfasados ante la ventaja competitiva de quienes sí las integran en su flujo de trabajo.
the day in day out is if you're in marketing and you're not leveraging AI like there's a countdown to how long minimum from marketing level if you are not using AI to enhance the good work into great you will be left behind. There's going to be the good to great difference is going to get so large that the people using AI is going to really just destroy anyone for people that want to use AI to enhance ideas to make them bigger and
Escúchalo en el minuto 41:43
Construir una marca sólida exige desarrollar canales fuera de Amazon
Marca y posicionamientoLos vendedores de Amazon necesitan construir presencia y activos propios fuera del marketplace para desarrollar una marca real y no depender exclusivamente del ecosistema de la plataforma.
really learned at that event was you have to build off of Amazon to develop a
Escúchalo en el minuto 7:44
Restringir la disponibilidad de productos por ubicación geográfica para crear exclusividad
Oferta y precioLimitar ciertos productos, variantes o experiencias a tiendas físicas o ubicaciones geográficas específicas (como charms exclusivos de Pandora o sellos de pasaporte en Louis Vuitton) incentiva a los clientes a desviarse en sus viajes para visitar la marca, aumentando el apego y la lealtad.
over to like Disney times. We would have specific merchandise available in different locations and even like Pandora did this really well. You cannot get that Pandora charm unless you're physically in this specific store. M so you have radical inconsistencies in the inventory available. Ah yeah okay so you end up building brand loyalty and people will then make a Pandora stop in their vacation. Louis Vuitton does this with the stamps. You can get your passport stamped with their gold marking that you can only get in the various Louis Vuitton stores. So people will go out of their way to…
Escúchalo en el minuto 23:13
Retención y relación con el clienteUna vez absorbido el coste de captación, la mayor palanca de rentabilidad y supervivencia consiste en investigar por qué los compradores de una sola vez no volvieron y optimizar la experiencia post-compra para asegurar su segunda transacción, en lugar de obsesionarse únicamente con el volumen de clientes nuevos.
the post-purchase experience more than ever. So, you have to earn your ecosystem. And the biggest opportunity just take over. You have to go after the people that bought from you once and figure out why they didn't buy from you again. And if you can earn that renewal business, you'll be able to survive where most people are neglecting it. They're just so focused on net new hard work, your work doesn't end. That's a really good point is the C acquiring a new customer and knowing what you can pay to acquire a customer is really is just step one. Yes. But because after that, it's really it's…
Escúchalo en el minuto 26:28
Abrazar la «inconsistencia radical» como diferenciador de marca
Marca y posicionamientoEn lugar de buscar la estandarización industrial absoluta donde cada unidad de producto sea idéntica, las marcas artesanales o de calidad superior pueden diferenciarse celebrando las variaciones naturales de origen, cosecha o lote (inconsistencias radicales), del mismo modo que lo hacen el vino o el café de especialidad.
concept of radical inconsistencies and I've never thought about it. It blew my mind and I'll tell you why. Tropicana orange juice is consistent with making sure every glass tastes the same, right? But the reality is is not every orange tastes the same. It comes from a different environment. It's harvested a different time. Uh depending on what was Flamingo State, they talked about celebrating and embracing the radical inconsistencies because that's what wine does. You care about what year uh with single origin coffee, right? you care about that specific flavor so that you
Escúchalo en el minuto 14:22
Preservar el factor humano frente a la sobredependencia de la IA para diferenciarse
Marca y posicionamientoEn un mercado donde abunda la automatización y el uso indiscriminado de inteligencia artificial, las marcas que lograrán diferenciarse y destacar serán aquellas que mantengan el criterio y la conexión humana, evitando depender ciegamente de la IA cuando esta falla o pierde autenticidad.
over reliance on AI right now is what most people are doing. And I think the brands that will stand out in the next few months are going to be those that maintain the human element because AI works really well until it doesn't.
Escúchalo en el minuto 40:41
Apalancar la «inconsistencia radical» e imperfección para fidelizar a las nuevas generaciones
Marca y posicionamientoA diferencia de las grandes corporaciones tradicionales que basan su valor en una consistencia estandarizada y perfecta, las marcas emergentes pueden construir mayor lealtad y disposición a pagar en Generación Z y Millennials abrazando la imperfección, la fase de prueba y error y la transparencia humana en sus lanzamientos.
you evolve as a brand that can leverage radical inconsistency so that you encourage repeat buyers that stand behind your brand's promise but get to experience a more authentic product the radical inconsistency was huge. Give back to the authenticity. They know that brands are in trial and error phase. If can be like authentic and it's not just Gen Z, millennials will pay more when they understand the truth behind the brand and what they're going through because they're humans behind the brand. And when you're radically consistent, you're just a corporate versus being an perfect. And so when…
Escúchalo en el minuto 16:58
La precisión predictiva de la IA está limitada por la escasez y sesgo de los datos disponibles
Medición y experimentosLas capacidades de simulación y pronóstico de la IA son imperfectas en áreas donde los datos son escasos o sesgados. La IA ofrece alta precisión únicamente donde existen flujos constantes y masivos de datos para entrenar los modelos, pero tiende a fallar o generar estimaciones erróneas ante escenarios que nunca antes se han registrado empíricamente.
them talking about how like AI is data deprived right now. So, where AI can come in and it can do like forecasting. Mhm. It's going to be imperfect until it has enough data. And the reality is it's biased data. They don't have all the languages in. They don't have um all enough data. One example that simulation AI that's like saying like they're guessing they're doing all these different scenarios but the reality is it's data deprived because we've it's still data deprived. And we have so many different ideas that it works until it doesn't. So the part where AI works until it doesn't because…
Escúchalo en el minuto 38:14
Uso del análisis de cesta cruzada para co-branding y distribución regional
Investigación de mercado y clienteAnalizar qué otros productos adquieren los consumidores en el mismo ticket de compra permite tomar decisiones informadas sobre alianzas de co-branding, acuerdos de afiliación y ajustes en el catálogo según la respuesta de mercados geográficos específicos.
purchase history, all of your data. You can see where someone made that purchase. What else did they purchase alongside that order? So, say you bought the bubbly at Walmart, but while you're there, then you also bought a snake plant and then fetch can use that data. Yeah. Anyway, so you can see user behavior through the app which then affords you the opportunity as the business as the you know marketing analyst to then what to make decisions on like co-branded products to affiliate offers that you might want to offer locations to emerge into because if say like you're using a tool like Fetch…
Escúchalo en el minuto 29:10
Canales de adquisiciónLa participación destacada en ferias comerciales del sector (como Shop Talk) requiere presupuestos significativos: un stand básico de 10x10 cuesta 20.000 USD de base, y marcas B2B/SaaS llegan a invertir hasta 200.000 USD en total combinando montaje, personal y eventos privados orientados a compradores objetivo.
disclosure tickets $5,000 to have a 10 by10 booth Ralph it's $20,000. invested like one brand spent $200,000 from the labor to the booth to the booth setup and plus like some parties that they were throwing for invites to specific targeted buyers for their
Escúchalo en el minuto 7:55
Volumen de procesamiento de datos de compra de Fetch: 11 millones de recibos diarios
Medición y experimentosLa plataforma de recompensas y fidelización Fetch recibe 11 millones de recibos subidos por usuarios al día, lo que le permite rastrear el viaje de compra cruzado de los consumidores entre distintas tiendas y marcas.
as well. And I learned that they have 11 million receipts uploaded every day. 11 million receipts are uploaded into their app. And what that tells them is that the brands they work with, they can say, "This person bought Coca-Cola at Walmart and then bought it also at the gas station." So they can see the purchase history and the journey of the
Escúchalo en el minuto 24:46
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.