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3 Major Ecommerce Trends That Will Shape Your Marketing in 2024 | Perpetual Traffic EP 569
22 ideas de marketing sacadas de «3 Major Ecommerce Trends That Will Shape Your Marketing in 2024 | Perpetual Traffic EP 569», de Perpetual Traffic. Sobre…
- 22 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 45 min
- Publicada en 2024
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Análisis holístico y covarianza entre canales frente a la gestión aislada de tráfico
Medición y experimentosGestionar canales de tráfico de forma aislada conduce a silos y disputas por la atribución de último clic. El verdadero valor analítico consiste en medir la covarianza y el impacto cruzado entre plataformas (por ejemplo, cómo Meta impulsa la demanda en Google) mediante una visión holística y datos centralizados, superando las métricas nativas de cada plataforma.
problem the value proposition is the comparative analysis between traffic channels so if you're just managing one traffic channel then I think that you're going to be replaced by the AI yesterday the analysis of covariant and if you can see like here's how meta impacts Google figure out because the inapp metrics can't really be trusted when you're running multiple channels and so I think uh the silification of traffic click and none of those four silos talk to each other but they all are telling fight why would they because they are all claiming credit for the last click attribution whereas I…
Escúchalo en el minuto 20:11
Retención y relación con el clienteConseguir testimonios, casos de estudio y contenido generado por el usuario (UGC) resulta muy difícil cuando se le solicita a clientes transaccionales, mientras que los miembros integrados en una comunidad lo entregan de manera natural y recurrente si se les ofrecen micro-pasos simples para interactuar.
mentioned the reviews that's a great way to do social proof you if you need social proof go to your community you need case studies go to your community you need testimonials you need user generated content like all that [ __ ] is impossibly hard to get your hands on when you're asking customers yeah when you're asking community members that's what the community is for and the community is not impossibly hard to build you just have to tell people where to go you know Join This Thread join this group sign up for this thing tag this hashtag like give them one very small step towards just opting…
Escúchalo en el minuto 29:34
Posicionarse como el experto obsesivo del nicho genera confianza de compra inmediata
Marca y posicionamientoCuando un fundador se convierte en el mayor especialista e investigador sobre un producto o nicho específico, el público lo sigue y compra porque asume que ya realizó todo el trabajo de investigación por ellos, priorizando la autenticidad y el conocimiento sobre el perfil tradicional de portavoz de marca.
as as a person once told me is like if you can be the nerd of your space and do all the research and be the nerd that knows more about you know honey based moisturizers than anyone else on the planet people will follow you because you're so nerded out about it they will follow you and buy it because you've done all the research for them if your story is original unique and authentic
Escúchalo en el minuto 7:25
Habilitar canales directos y personales para activar la comunidad latente de clientes
Retención y relación con el clienteCualquier negocio con más de un centenar de compradores ya posee una comunidad potencial; abrir canales de contacto directo como hilos de WhatsApp o grupos exclusivos permite a los clientes interactuar entre sí y con los fundadores, alimentando la lealtad.
think about it if you're in the e-commerce space and you have more than let's say 100 customers which is basically everybody who has appren model for e-commerce you actually already have a community you're just not tending to it so just go sound out on message and and let people know where they can go to join yeah you know like Ralph is saying give him a Facebook group or give them a WhatsApp thread give them something Ultra personal how fun is it when you actually get to engage with like Founders and other members and other users and then watch that be the gift
Escúchalo en el minuto 33:58
Construir comunidad alrededor del producto para potenciar la retención mediante la identidad
Retención y relación con el clienteLa mayor palanca de retención en comercio electrónico ocurre cuando el cliente asocia su identidad al uso del producto en lugar de comprar solo por preferencia funcional. Crear una comunidad en torno a los productos facilita que los consumidores se autoidentifiquen con la marca y se conviertan en promotores naturales.
is I think the future of all things digital marketing is community I think that's especially true in e-commerce and I think if you're not building Community around your products you're world people Define themselves by what they buy and what they use and you know but I think if you build a community around your products um you put people in a position to sort of attach their identity to it and I powerful because from a retention standpoint you know if I buy your product because I like it that's a whole lot different than I buy your product because I identify myself with somebody who uses your…
Escúchalo en el minuto 23:56
Involucrar a la comunidad en la co-creación de productos para asegurar la venta
Oferta y precioUtilizar la comunidad para someter a votación o debate opciones de nuevos lanzamientos funciona como investigación de mercado en tiempo real y genera un compromiso psicológico de compra en los participantes.
cases right well your that's the other thing that's really cool is your community community will tell you yeah here's what we want from you so growing like what better market research can you get by having a WhatsApp thread or a slack threat like then that like direct cont should we do here's three different options that we have what are you guys thinking like and then when people participate in the creation of things they're almost required to buy you know
Escúchalo en el minuto 33:31
Newsjacking ágil para captar atención y generar anuncios virales
Estrategia de contenidosAprovechar la actualidad inmediata mediante 'newsjacking' implica producir y publicar anuncios o piezas de contenido en cuestión de pocas horas tras un evento viral, conectando con humor esa noticia del momento con la propuesta de valor de la marca.
do this newsjacking thing to where anything that happens today they've shot an they've shot an ad on it today yeah shot an a parody ad within a couple of hours and somehow related that back to been done this way and I would say Ryan Reynolds is a master of it plus he's
Escúchalo en el minuto 5:30
Marca y posicionamientoNo siempre es necesario construir una comunidad desde cero; una marca puede tomar prestadas comunidades existentes alineadas con su categoría (por ejemplo, movimientos de bienestar o métodos específicos) y apalancar la necesidad del usuario de proyectar esa identidad en redes sociales para ganar tracción y dominio de mercado.
many people posting about themselves using the plunge and it's kind of this thing where it becomes a part of your identity um you know and everybody wants to be the The Virtue signaler showing themselves in 39 degree water and so you get all these social posts and you tag newsjacking they've jacked other people's community so like the Wim Hoff community and the cold exposure Community have all they get to play into that too so it's not even that you necessarily have to build the community you can go borrow from other people's if or faulty they own own the industry because they own the…
Escúchalo en el minuto 25:51
Medición y experimentosEl sistema de marketing digital moderno se compone de cuatro pilares: creatividades, tráfico, experiencia post-clic y datos integradores (CRM y atribución). Con la progresiva automatización del tráfico mediante IA, este componente se ha convertido en el engranaje de menor diferenciación relativa dentro del sistema.
of that is automated and what we found we sort of look at it as four pillars like in basic terms it's your creative it's your traffic it's your after the click all tied together with data and data is everything that you can possibly pull from third-party attribution softwares from ga4 from your source of Truth which is actually your CRM where those things work in concert together together the traffic gear in this what we refer to as the conversion machine was a smallest gear yeah shrinks it shrinks it used to be the biggest gear
Escúchalo en el minuto 21:30
Sustituir la atribución determinista por análisis de correlación multicanal a largo plazo
Medición y experimentosDado que el seguimiento individualizado de clics e impresiones es cada vez más opaco e ineficaz, las marcas deben abandonar la atribución determinista dentro de cada app y pasar a analizar conjuntos de datos más amplios que revelen correlaciones temporales entre canales (como el impacto del tráfico frío en una plataforma sobre las conversiones de fondo de embudo en otra semanas después).
tracking uh the future of tracking is dubious at best and I think that people uh Brands will stop focusing so heavily on inapp tracking and are going to begin looking at um broader data sets trying to identify correlative values uh and paying better attention to interactive Trends between different tracking about it is because it turns out it's an unsolvable problem because it just keeps getting harder and harder and harder and more and more opaque and so instead you instead of attribution what you want to do is data analysis which is the lag indicator and so this is something like put it in…
Escúchalo en el minuto 36:59
Fomentar y reconocer contenido generado por usuarios para dinamizar la comunidad
Retención y relación con el clienteInvitar a los clientes a compartir usos creativos o recetas con el producto y destacar públicamente sus aportes dentro del grupo otorga reconocimiento y estatus a los miembros, fortaleciendo la retención y el sentido de pertenencia.
very large salsa brand and one of the things that they do is they get people to submit like their unique and creative recipes yeah and people love the [ __ ] out of being able to do that dude because the people that use this type of saler are so creative just in general and they're submitting all these like unique things things that they did and and then they highlight them from within the community and then they kind of become nerd famous in this little microcosm and but they let people know where to go to do that and that's how you build that Community up so I I think
Escúchalo en el minuto 30:12
Retención y relación con el clienteVender a un cliente existente es exponencialmente más barato que adquirir uno nuevo; una de las fuentes de ingresos más desaprovechadas consiste en volver hacia los clientes pasados que compraron pero no aprovecharon el producto y ayudarlos activamente a obtener resultados para fomentar la recompra.
other piece of it is they're more likely to buy the next time if they actually consumed the first time yeah you know it's exponentially cheaper to resell an existing customer then sell a new customer all the data supports that and worth backtracking too go back go back to people that bought from you and never really benefited and help them benefit and you know talk about a phenomenal well from which you can draw upon
Escúchalo en el minuto 15:14
La atribución publicitaria perfecta es imposible: adopta una visión holística sobre los silos individuales
Medición y experimentosBuscar una atribución del 100% exacta es inviable debido a que las herramientas externas dependen de clics y las regulaciones de privacidad impiden un rastreo completo basado en impresiones. En lugar de evaluar el rendimiento aislando cada plataforma publicitaria (Google, Meta, TikTok) en sus propios silos, es necesario utilizar software de atribución unificado para obtener una perspectiva global y orientativa del…
lies and if you look at all the apps all the platforms they all lie they really do and if you're looking at that Silo you're screwed right thirdparty attribution softwares but it's not pure attribution like you're never going to get this right you're never going to get it exact you're just it's not going to happen because every third-party attribution software is all click-based matter what it would it would be a privacy violation you couldn't get impression-based data and tether that to a user ID without overstepping all the I think there's an overreliance on everyone wants to get…
Escúchalo en el minuto 40:22
Retención y relación con el clienteIncorporar mecánicas de gamificación y disparadores psicológicos en la entrega de cursos online aumenta la tasa de consumo del contenido, garantizando que el comprador obtenga valor real del producto y protegiendo la reputación de la marca.
cool about it is it gamifies online courses which by the way like dear God seeing uh people drop off in the completion of it this solves that and so experien ay is cool because it builds like real uh gaming psychology into your online course and and you know makes it addictive and but if you're online course is meant to help somebody something of a responsibility to people that buy things from us to make sure that they actually get value from those for you it makes it ensures that the content is cons assumed by gamifying the process correct of it okay got it yeah you're not helping your buyer…
Escúchalo en el minuto 11:25
Activar una comunidad para clientes existentes en ecommerce
Retención y relación con el clienteSi un ecommerce tiene más de 100 clientes, ya cuenta con una base suficiente para formar una comunidad activa. Conviene crear un espacio directo y ultra personal (como un grupo de Facebook o un hilo de WhatsApp) para facilitar la interacción constante entre los miembros y los fundadores.
if you're in the e-commerce space and you have more than let's say 100 customers which is basically everybody who has a proven model for e-commerce you actually already have a community you're just not tending to it so just go send out a message and and let people know where they can go to join give them a Facebook group or give them a WhatsApp thread give them something Ultra personal how fun is it when you actually get to engage with like Founders and other members and other users and then watch that be the gift that continues to
Escúchalo en el minuto 0:00
Crear una comunidad directa inicial para obtener inteligencia de mercado y fidelización
Retención y relación con el clientePara marcas emergentes o en fase de lanzamiento, abrir un canal de acceso directo (como un grupo de WhatsApp o Facebook) con los primeros clientes permite generar sentido de pertenencia y extraer valiosa retroalimentación de mercado casi sin coste monetario.
small medium large really if you're small just start something yep or you know if you have a list you have a hundred customers say you know hey I'm thinking about doing this thing with a community on WhatsApp do would you join right you know maybe just testing out the waters or creating it and saying hey you got direct access to me for you know have a Facebook Community but imagine if that brand was just launching what kind of Market Intel they could get from my wife amazing so and it's it all it it's going to cost you is time in most cases your time and what better way to launch a brand and…
Escúchalo en el minuto 35:16
Retención y relación con el clienteEn la industria de infoproductos y cursos online, aproximadamente el 93% de las personas que compran un curso nunca llegan a empezarlo y hasta el 97% no lo completa.
horrifying yeah you know in some Industries it's like 93% of online courses that are bought are never even started not finished never even started don't's website too 97% of people who purchase your course are unlikely to ever complete it yeah um and we have
Escúchalo en el minuto 11:57
Retención y relación con el clienteEn la industria de infoproductos y cursos online, aproximadamente el 93% de las personas que compran un curso nunca llegan a empezarlo y hasta el 97% no lo completa.
horrifying yeah you know in some Industries it's like 93% of online courses that are bought are never even started not finished never even started don't's website too 97% of people who purchase your course are unlikely to ever complete it yeah um and we have
Escúchalo en el minuto 11:57
Retención y relación con el clienteEn la industria de infoproductos y cursos online, aproximadamente el 93% de las personas que compran un curso nunca llegan a empezarlo y hasta el 97% no lo completa.
horrifying yeah you know in some Industries it's like 93% of online courses that are bought are never even started not finished never even started don't's website too 97% of people who purchase your course are unlikely to ever complete it yeah um and we have
Escúchalo en el minuto 11:57
Canales de adquisiciónLa gestión y optimización técnica de campañas en plataformas publicitarias se ha convertido en un commodity debido a los algoritmos y la IA de las plataformas, por lo que el tráfico pagado por sí solo ya no es la ventaja competitiva principal ni puede solucionar una oferta débil.
seems anathema to say that traffic is your least important part of your businesses they always think they have a all the traffic in the world does not cure a crappy offer you're just throwing it's being commoditized and if we look forward a year two years three years like the AI tools every single day we're seeing Ai and the platforms themselves start to be yeah the Ina optimization is actually important it's that it's it's just not as hard as it used to be it used to be inside Secrets there's less and less of
Escúchalo en el minuto 17:16
Asociar el rostro del fundador o un portavoz a la publicidad y marca
Marca y posicionamientoPoner la cara del fundador o un portavoz reconocible en los anuncios pagados humaniza el negocio, acelera la construcción de marca y abre acceso a relaciones y oportunidades comerciales que una marca sin rostro no consigue.
job of anybody I know at self-promoting like his his face is on everything about really using media buy to your benefit and when you become a brand Alex yeah you know how come the Rock's able to make a billion dollars on his tequila anything special and it's because he had a brand and so heroi goes so I you know especially if you're doing a bunch of media buys there's no reason not to put your face on things do it but building a brand puts you in a position you just have access to things you don't have access to otherwise you can have conversations you wouldn't have had otherwise you know…
Escúchalo en el minuto 1:41
Canales de adquisiciónKasim Aslam menciona mantener un gasto publicitario de 250.000 dólares al mes en YouTube Ads, lo que genera un alto nivel de reconocimiento público presencial.
you know like John and I spend or we have been spending 250 Grand a month in YouTube and dude it's crazy how often people come up to me now and they're like oh I know you you know just in
Escúchalo en el minuto 2:30
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