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5 Important Takeaways from the 2023 Meta Brand Summit Part 1 | Perpetual Traffic EP 534
19 ideas de marketing sacadas de «5 Important Takeaways from the 2023 Meta Brand Summit Part 1 | Perpetual Traffic EP 534», de Perpetual Traffic. Sobre…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 43 min
- Publicada en 2023
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Modelo ACC: Equilibrar construcción de marca y conversión directa en publicidad digital
Canales de adquisiciónLimitar las campañas en plataformas como Meta exclusivamente a la conversión final estanca el crecimiento. Para escalar hacia el 'brand-formance', se debe trabajar el embudo completo mediante el modelo ACC: generar reconocimiento inicial (Awareness), provocar un intercambio de información o acción en el sitio como captación de leads (Consideration) y finalmente cerrar la compra (Conversion).
I think what Meta is seeing is that the trend, and we've talked about it here, is performance is always going to be there. But brand-formance or brand performance is sort of the new buzzword in the industry. But anyway, brand performance is something that, if it's done right, it actually does work. And it takes you from where you are right now to that next level of success. And we've seen this now with upwards of a dozen clients for Tier 11. Meta knows they are a performance-based, direct response-based platform as far as the world sees them. The world does not see them as a brand-building…
Escúchalo en el minuto 16:04
Inviabilidad de escalar adquisición cuando existen fallas críticas de producto
Retención y relación con el clienteInvertir en publicidad para un producto con deficiencias graves de estabilidad o servicio (como caídas continuas de servidor en software) quema el presupuesto, ya que destruye la confianza del usuario y anula por completo la retención.
You, I'm not, I don't want to take your money because this is painful to watch. There's some businesses that just shouldn't be advertising because their products suck. We had a client in the SAS space who like was convinced that he was going to take on these major players and was just as good. And, uh, and dude, he had uptime problems. I will never come back here again, ever. If ClickUp is down for 60 seconds, it is the end of the world as we know it. And there's no coming back from that.
Escúchalo en el minuto 41:14
Canales de adquisiciónEn agencias de performance maduras, el gasto publicitario promedio gestionado se sitúa entre 50.000 $ y 52.000 $ mensuales (alcanzando cifras de 7 dígitos), estableciendo un suelo mínimo de 10.000 $/mes; presupuestos inferiores se consideran cuentas de incubación con altísimo riesgo de fracaso salvo que cuenten con capital de riesgo y runway financiero.
I mean, the average person spends, the average company for us spends, oh God, probably anywhere from 50 to a couple hundred thousand dollars. Our average is 52. Our average is 50. Our top side is seven figures, but we won't, we won't take anybody less than 10 grand. Well, if they're less than 10 grand, we call it an incubator account. And they basically have to sign in blood that they know this is doomed to fail. That the, caveat to that are companies that are either venture angel or private equity backed that want to launch in the U S and have runway for it. Like you have to have a marketing…
Escúchalo en el minuto 38:41
Adaptar las estrategias de grandes marcas al presupuesto de pymes en vez de copiarlas directamente
Canales de adquisiciónLas empresas pequeñas y medianas no deben replicar ciegamente las campañas de grandes corporaciones, ya que estas dependen de presupuestos gigantescos de saturación de marca («carpet bombing») inviables para marcas que necesitan retorno directo. La labor del estratega consiste en extraer los conceptos creativos y principios de alto nivel de esos casos de estudio y adaptarlos a la escala y capacidad operativa de su…
The case studies that they talk about are the people that they bring in from the outside are on these huge corporations like Wendy's, Tiffany, PepsiCo. And then they use those case studies and then say this is what you should do. So you as the mid to small marketer have to kind of extract how you can apply this because you're not PepsiCo. You're not Wendy's. But the lessons that you get are applicable. Is obviously it's not necessarily doing exactly what other people are doing, but doing what they're doing, copying it to a certain degree and making it your own. The thing about copying that…
Escúchalo en el minuto 20:40
Canales de adquisiciónAl escalar gradualmente el presupuesto en campañas de consideración y marca de 7.000 $ a 70.000 $ mensuales durante 7 meses, un cliente redujo su costo por adquisición (CPA) en un 50% dentro de un sector altamente competitivo, manteniendo plano o a la baja su gasto en Google.
And we've done this now as a case study that we have to talk about here on the show where we did it where they were spending about seven grand a month on brand sort of middle of funnel consideration campaigns. And over a seven months period, they're now at $70,000 a month in spend because, and their Google spend and a really, really super competitive space is flat to down and their cost per acquisition is down by 50%.
Escúchalo en el minuto 33:03
Estrategia y decisiones de negocioPara construir disciplina y proteger la energía al inicio del día, se debe salir de la cama en cuanto suena la alarma, evitando posponerla o quedarse haciendo scroll en el teléfono móvil.
The important thing is just being able to get up when your alarm goes off. It's like whenever it is you've decided to wake up, just that's the commitment and that's the habit to cultivate. know, right now, but just go cultivate the habit of getting right out of bed because staying in bed, hitting snooze, scrolling through your phone, like all that stuff, that's deadly. Horrible, horrible way to start your morning.
Escúchalo en el minuto 8:48
Canales de adquisiciónAl escalar gradualmente el presupuesto en campañas de consideración y marca de 7.000 $ a 70.000 $ mensuales durante 7 meses, un cliente redujo su costo por adquisición (CPA) en un 50% dentro de un sector altamente competitivo, manteniendo plano o a la baja su gasto en Google.
And we've done this now as a case study that we have to talk about here on the show where we did it where they were spending about seven grand a month on brand sort of middle of funnel consideration campaigns. And over a seven months period, they're now at $70,000 a month in spend because, and their Google spend and a really, really super competitive space is flat to down and their cost per acquisition is down by 50%.
Escúchalo en el minuto 33:03
Estrategia y decisiones de negocioPara construir disciplina y proteger la energía al inicio del día, se debe salir de la cama en cuanto suena la alarma, evitando posponerla o quedarse haciendo scroll en el teléfono móvil.
The important thing is just being able to get up when your alarm goes off. It's like whenever it is you've decided to wake up, just that's the commitment and that's the habit to cultivate. know, right now, but just go cultivate the habit of getting right out of bed because staying in bed, hitting snooze, scrolling through your phone, like all that stuff, that's deadly. Horrible, horrible way to start your morning.
Escúchalo en el minuto 8:48
Canales de adquisiciónEn lugar de realizar campañas intensas y puntuales (burst advertising) o duplicar el presupuesto de golpe, conviene asignar presupuestos pequeños y continuos (por ejemplo, 100 $/día) a campañas de consideración y reconocimiento sin CTA agresivo para acumular memoria de marca y mejorar la conversión a largo plazo.
Point is like, you don't have to start with, Oh, I need to start building brand and spending No, you do it in slow increments. You do it over time. So that when you do this, you start building up your own brand voice, but you're seeing not a huge decrease in the effectiveness of your conversion ads. So for example, like with a client of ours, we're doing this at a hundred dollars a day for not brand awareness, top of funnel ads, like just, Hey, get the brand out there. No call to action. All we're looking for is brand recall is our conversion action. You do it in small increments and Byron…
Escúchalo en el minuto 30:09
Continuidad contextual en anuncios mediante 'priming' psicológico
Mensaje y copywritingAlinear la creatividad y el tono de un anuncio con el contenido específico que el usuario está consumiendo aprovecha su predisposición psicológica previa, aumentando la receptividad y efectividad del mensaje publicitario.
I don't know if they still do this because I don't watch much TV anymore, but it used to be that if you were watching The Walking Dead, the commercials you saw were related to, you know, like it's a commercial for Heinz ketchup, but they're little zombie ketchup bottles or whatever. That continuity, like it's funny and it's cute, but it's also brilliant because you're maintaining continuity with where I'm already psychologically primed to accept messaging. And Meta's built that way naturally.
Escúchalo en el minuto 0:00
La combinación de campañas de consideración reduce los CPM globales
Canales de adquisiciónMezclar campañas de reconocimiento y consideración con campañas de conversión directa reduce el CPM promedio de la cuenta publicitaria al disminuir la dependencia de subastas saturadas y de alta competencia.
CPMs in those spaces are not getting any cheaper. It's not going to get better. You can offset it with this. What we're seeing now is when we start to blend in consideration and awareness campaigns, our overall CPMs are decreasing because we have less reliance on the areas where there's more competition.
Escúchalo en el minuto 34:02
Apalancar tracción offline probada para reducir el riesgo en publicidad digital
Canales de adquisiciónLanzar campañas digitales resulta significativamente más predecible cuando se transfiere la oferta y el mensaje de un canal tradicional ya rentable (como correo directo de gran escala) hacia digital como canal complementario, en lugar de intentar validar una oferta desde cero directamente en paid media.
Or the other side to that is I've got a great offline. We're talking to a customer right now that spends half a million dollars a month on direct mail, but no digital. So very successful business. So that's all you do is you take what they are doing. It's simpler than not having that. You have a successful business. You want to translate that over, not replace your direct response. They want to use this as an adjunct.
Escúchalo en el minuto 39:26
Medición del impacto de marca mediante MER y métricas de rendimiento macro
Medición y experimentosEl valor del branding y las campañas de awareness no requiere una atribución granular ni modelos predictivos complejos para cada punto de contacto; se evalúa a nivel macro observando la mejora temporal del Media Efficiency Ratio (MER) y la elevación de métricas downstream como el CTR, la tasa de conversión y la retención.
Um, it's, it's more over time. It's media efficiency ratio expanded. That increased brand awareness ultimately will increase ROI. and I'm advertising this year and my brand awareness has gone up in theory, then, you know, other levers will have been improved. Um, click through rate is better. Conversion rate is better. Retention is better. And so I should be able to see the improvements, One of his takeaways is he said to a bunch of performance marketers, you don't need to measure everything. You can actually miss some stuff as long as you're keeping an eye on the big picture back to your…
Escúchalo en el minuto 27:11
Inversión publicitaria mensual típica para validar la tracción de una oferta
Canales de adquisiciónUn gasto sostenido en publicidad digital de entre $10,000 y $30,000 USD al mes suele servir como indicador de que un producto u oferta ya está validado y resuena efectivamente en el mercado.
But for tier 11 proper, yeah, it's, you got to have some, ad spend, which basically shows that you have a product or an offer that resonates with the market. And that typically starts with like 10 to 30 grand per month in spend. We'll do an analysis of it and everything else, but that just shows you've got a valid product.
Escúchalo en el minuto 40:34
Estrategia y decisiones de negocioMadrugar y trabajar un bloque de un par de horas antes de la jornada habitual permite alcanzar alta productividad, ya que ese espacio sin interrupciones ni mensajes externos rinde significativamente más que las horas centrales del día.
And, dude, I don't think there's anything better or more effective you can do for yourself than wake up early in the morning. And the one common denominator among all of them is waking up two hours before their peers. Because you're just, you just, I do, it's a more productive timeline. Two hours in the morning is worth four hours throughout the day. People aren't there to mess with you. You're, you know, juiced up and hyperproductive.
Escúchalo en el minuto 6:17
La madurez de las plataformas publicitarias digitales reproduce la barrera de entrada de la televisión tradicional
Canales de adquisiciónAl alcanzar la saturación de audiencia y una máxima eficiencia algorítmica, plataformas como Meta entran en comoditización y expulsan a las pequeñas empresas que antes operaban con presupuestos reducidos (500 $ a 2.000 $/mes), convirtiéndose en canales masivos de acceso costoso análogos a la televisión de los años 70 y 80.
So and with the taper comes stasis. And with stasis comes efficiency. And with efficiency comes massive commoditization. And really what that means is meta today is a whole lot like television was in the 70s and 80s. It was a ubiquitous truth and a prerequisite. If you were going to advertise, you had to be on TV. But because they got so efficient with it, it became really hard to break into. I think it happened in Google before it happened in meta, is we're seeing small businesses priced out. You can't be a small business talking about brand performance. You know, dude, you remember you used…
Escúchalo en el minuto 37:34
Estrategia y decisiones de negocioMantener una rutina diaria constante impulsa la disciplina y la claridad mental, pero debe calibrarse según las necesidades biológicas de descanso de cada persona; forzar horarios o exigencias extremas sin escuchar al cuerpo resulta contraproducente para el rendimiento.
I think you have to have a morning routine to a certain degree. the idea of having a routine that you stick to every day without fail is a recipe for success So you do, do you have to listen to your body? It's like, you do have to listen to your body. And if 4 AM working out is too much for you, then you shouldn't do it. Well, and I've taken things too far too. I've, you know, learned that lesson a couple of times.
Escúchalo en el minuto 10:36
La Red de Display de Google como repositorio publicitario masivo pero infrautilizado
Canales de adquisiciónLa Red de Display de Google representa uno de los inventarios publicitarios más grandes y desaprovechados del mercado; sin embargo, permanece subutilizada debido a su alta complejidad operativa en comparación con plataformas como Meta, que lograron integrar los anuncios de forma nativa en el consumo de medios.
So I've always thought the Google display network, which the, the single most important untapped repository of ads, period. It's massive. Massive. But they just, it's, it's so underutilized and it's hard to use. They haven't, you know, Facebook Meta really cracked the code on how to integrate ads with media.
Escúchalo en el minuto 24:43
Eficacia de Meta en branding mediante continuidad psicológica en el feed
Canales de adquisiciónLas plataformas de Meta (Facebook e Instagram) son idóneas para la construcción de marca porque integran los anuncios de forma nativa en el flujo de consumo, manteniendo la continuidad psicológica con el contenido que el usuario ya está predispuesto a recibir.
Like when you're in Instagram or you're in Facebook, the ads are so integral to the experience. But yeah, Meta is brand building makes a lot of sense because, I mean, it's just like television commercials. The more a commercial maintains continuity with whatever viewing experience you're currently having. But that, continuity, like it's, funny and it's cute, but it's also brilliant because you're, maintaining continuity with where I'm already psychologically primed to accept messaging. And Meta is built that way naturally. So I think them for brand building makes all the sense in the world.
Escúchalo en el minuto 25:05
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