Marketero · Entrevistas
AI, Paid Social, and Frameworks for Success with Charles Tichenor of Disruptor School
21 ideas de marketing sacadas de «AI, Paid Social, and Frameworks for Success with Charles Tichenor of Disruptor School», de Professor Charley T. Sobre…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 45 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 21 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 21 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.
Estructuración de anuncios con el método 3:2:2 en Dynamic Creative de Meta
Canales de adquisiciónPara maximizar la eficiencia del algoritmo de Meta Ads sin desperdiciar presupuesto, utiliza Dynamic Creative configurando exactamente 3 creatividades visuales, 2 titulares y 2 textos de copy. Esto proporciona suficiente variedad para que la IA optimice la entrega y reduzca el costo por adquisición.
um it's called Dynamic creative I don't actually don't spend a single penny on Facebook without having ads tested and proven and created through Dynamic creative which is Facebook's and for Facebook I use something called the 322 method which is three creatives two headlines two sets of copy the point of is that's giving the AI the best opportunity to create the best user experience so that ultimately I'm buying the lowest priced attention for the highest quality user and targeting the
Escúchalo en el minuto 37:18
Investigación de mercado y clientePara monitorear a la competencia y obtener ideas de contenido, crea una cuenta de TikTok dedicada exclusivamente a consumir e interactuar con los videos de competidores del nicho. El motor de recomendación hiperpersonalizado calibrará el feed para mostrar solo contenido relevante del sector.
um and you can program tick tocks like I've done it once where I was working with a business and what we did is we made a dummy Tick Tock account and we only went through all of their competitors and liked and watched all the videos all the competitors now whenever they open up Tick Tock it's merely just an inspiration machine and so the point of that is it's
Escúchalo en el minuto 31:58
Requisitos de creativos y segmentación en campañas Advantage+ de Meta
Canales de adquisiciónLas campañas Advantage+ concentran el presupuesto en usuarios con intención de compra inmediata y restringen el gasto solo a piezas de alto rendimiento. Deben alimentarse exclusivamente con los mejores anuncios ya validados en lugar de creativos dinámicos, ya que el algoritmo simplemente no entregará presupuesto a creatividades de bajo rendimiento.
Advantage Plus is a type it's an option when you're running a conversion campaign to tap into the Advantage Plus style way of running the algorithm and what it does differently than a normal conversion campaign is three things an advantage plus it's not only saying the end user but also that person is directly in Market to make a purchasing decision second thing is that it's not allowing for dynamic creative so you have to put in your best ads and third only good ads are getting spent so you can put in really bad ads and push the budget to the moon and you might not get at any delivery at all…
Escúchalo en el minuto 11:51
Minería de dolores y psicología del cliente procesando comentarios virales con IA
Investigación de mercado y clienteExtrae datos psicológicos y puntos de dolor profundos recopilando miles de comentarios de publicaciones virales o transcripciones de contenido y procesándolos con un LLM para identificar los temas clave y objeciones principales de la audiencia.
as a way of understanding how consumers behave so you can put in there like give me 50 reasons why somebody has this pain point and use that to understand Concepts in effectively extract psychological uh data points on users so so what she's doing is she's taking in for instance say all the comments we can grab all of those comments and all of those words that are being used and throw in the chat GPT one of the things that I love to do is say hey tell me the 10 most important things in this
Escúchalo en el minuto 38:54
Investigar a los competidores viviendo la experiencia completa de compra en lugar de limitarse a la biblioteca de anuncios
Investigación de mercado y clientePara entender verdaderamente cómo adquieren y se comunican los competidores líderes, conviene comprar sus productos, entrar a sus comunidades y recibir sus correos y anuncios de remarketing; la biblioteca de anuncios de Meta resulta insuficiente porque muestra piezas aisladas sin contexto del embudo ni del lenguaje real de los clientes.
people in your business that are go be a customer see how they treat you go to their website add things to Cart advice and I'm actually not a huge fan of AD Library I think it's a wildly overvalued resource because it doesn't give you context I literally went to all of our competitors and I bought their products I joined their communities and I got to understand the words that people use the messaging that came across the content types my Facebook feed was full of ads my emails were full of ads I I had gone through the experience of the person that I'm trying to reach and understood what…
Escúchalo en el minuto 26:18
Medición y experimentosUn negocio debe asumir e integrar un margen de pérdida operativa habitual del 5% al 10% destinado exclusivamente a pruebas y experimentación, ya que operar únicamente a punto de equilibrio impide innovar y optimizar.
it's always good to test stuff it's lose and you should always have part of your efficiency as a business baked into loss right like if I'm breaking even I'm probably losing money because it means that I can't test I can't get better I try to bake in the idea of a five or ten percent loss as normal operating
Escúchalo en el minuto 21:32
Validación orgánica de ganchos y titulares antes de pautar en anuncios
Mensaje y copywritingPrueba los conceptos de ganchos y titulares en canales de baja fricción y feedback rápido (como asuntos de email marketing o títulos en YouTube). Las fórmulas que logren altas tasas de apertura o clics orgánicos deben trasladarse a los anuncios de pago para asegurar mejor conversión.
GPT to develop you know YouTube titles and email uh headlines right and to see what gets good open rates and checking fair those are also really really great for my Facebook app um if this gets if this gets a lot of clicks on YouTube and a great email open rate well you better believe when I've dropped that on a Facebook ad it's gonna crash absolutely I think it's also
Escúchalo en el minuto 38:28
Alinear los creativos publicitarios con la identidad de marca en lugar de perseguir formatos de moda
Marca y posicionamientoEl mayor error creativo es asumir que existe un formato universal óptimo y copiar lo que otros hacen. El rendimiento y el LTV dependen de definir un posicionamiento propio y sostener una comunicación e identidad consistentes que generen confianza en la audiencia.
I think probably the biggest mistake mistake people are making and brands are making is they think that there's a best kind of creative and so they're constantly chasing what does work is what you do well and how people are and what's most important is figuring out how you can communicate with Inspire trust in a relationship with the most important thing to do in Creative is figure out what is your positioning in the marketplace how do I will tell you this if your strategy is to chase what's working you are only gonna ever be a lesser if you want to be elite figure out your identity and stick…
Escúchalo en el minuto 15:57
Investigación de mercado y clienteEl mayor valor de la inteligencia artificial en marketing radica en procesar, ordenar y resumir grandes volúmenes de texto (como comentarios y retroalimentación de clientes) para extraer insights e inspirar nuevas ideas, requiriendo que el marketer formule buenas preguntas y aplique criterio humano para filtrar y accionar los resultados.
is that it can do the collation of data and the Sorting of data at scale in a way that tremendously saves you time ultimately you're still gonna have to um yeah like people know when they're reading something written by AI I wouldn't use it as a cop I don't think it can give you a great insight to be a way to inspire your thought process and to also take huge sums of data and make it very simple to read and I think two things right asking the AI better questions right you only get good results if you ask good questions and if you give it good data like hey look at all these comments some of…
Escúchalo en el minuto 40:32
Canales de adquisiciónEl presupuesto destinado a campañas Advantage+ debe mantenerse entre el 30% y el 40% del gasto total de la cuenta publicitaria (por ejemplo, entre 35.000$ y 40.000$ de un total de 80.000$ a 100.000$ diarios) para evitar saturar el modelo predictivo y quedarse sin datos frescos de prospección.
I was testing it at 10 000 a day maybe six months ago a year ago I'm now at 35 40 000 a day on an ad account where I'm spending 80 to 100 000 a day and that's a huge piece and be fair it's 30 to 40 of your pool spend is going to to yes be the majority of your traffic because if all of your people are taking predictions eventually you'll run out of data to make good decisions with and
Escúchalo en el minuto 14:08
La vida útil de los anuncios difiere radicalmente entre TikTok (semanas) y Facebook/YouTube (años)
Canales de adquisiciónA diferencia del rápido desgaste de creatividades en TikTok, donde un anuncio suele agotar su rendimiento en aproximadamente dos semanas debido a la velocidad de su motor de recomendación, en plataformas como Facebook y YouTube los anuncios bien optimizados pueden operar de forma rentable y escalable durante años sin sufrir fatiga creativa terminal.
there is a huge issue with tick tock or a difference between Tick Tock and Facebook there are two huge differences number one a good Facebook ad can run for years anybody that says insist that ad fatigue um I've had ads that have run for two three four years that I've ads that I the long the the half-life the longevity of a Facebook ad is basically forever and same with YouTube we've got YouTube ads we've run for years and spent millions of dollars on Tick Tock though maybe two weeks that's all the Ever long that's all however long it'll work because Tick
Escúchalo en el minuto 33:52
Meta abarata artificialmente la atención en nuevos formatos publicitarios para forzar su adopción
Canales de adquisiciónCuando Meta lanza nuevos tipos de campañas o formatos publicitarios (como Advantage+, Dynamic Product Ads o carruseles), suele subvencionar el costo de alcance para incentivar a los anunciantes e impulsar un cambio en el comportamiento del consumidor.
unfair advantage that Facebook is giving to Advantage Plus campaigns right now Facebook is under pricing the attention specifically to invest in a change in consumer Behavior they've done this previously with and what Facebook did was they gave a discount on how much it cost to reach people specifically making the investment to change consumer Behavior
Escúchalo en el minuto 7:31
La publicidad pagada actúa como combustible, no como salvavidas
Canales de adquisiciónLos anuncios pagados solo amplifican un modelo comercial preexistente; si un negocio no es capaz de generar flujo de caja y ventas antes de pautar, la publicidad no lo hará exitoso.
but if your business isn't successful enough to have cash flow before you run ads the ads are never going to make you successful that it works you have to have something that works so you can pour fuel on that fire Facebook ads is just fuel on the fire it amplifies your existing business
Escúchalo en el minuto 23:57
Estrategia de contenidosEn lugar de perseguir formatos de anuncios de moda, la publicidad debe construirse trasladando a versión de pago la fortaleza y el canal comunicativo con el que el negocio ya logra captar la atención de forma genuina (copywriting, video demostrativo o diseño gráfico).
what I think people need to do starting off with is everybody has an identity on how they communicate some people are great copywriters lean on it some people are great on camera lean on it some people are great graphic designers how do you get attention and time and effort put into how does this business already make money why don't we just do more of that is look to how you already make money what do you do well and then appropriate that for some paid version of attention otherwise you're
Escúchalo en el minuto 22:03
Estrategia de contenidosEn lugar de perseguir formatos de anuncios de moda, la publicidad debe construirse trasladando a versión de pago la fortaleza y el canal comunicativo con el que el negocio ya logra captar la atención de forma genuina (copywriting, video demostrativo o diseño gráfico).
what I think people need to do starting off with is everybody has an identity on how they communicate some people are great copywriters lean on it some people are great on camera lean on it some people are great graphic designers how do you get attention and time and effort put into how does this business already make money why don't we just do more of that is look to how you already make money what do you do well and then appropriate that for some paid version of attention otherwise you're
Escúchalo en el minuto 22:03
Canales de adquisiciónLos anuncios pagados en plataformas de CPM optimizado son esencialmente contenido orgánico por el que se paga distribución. Si una pieza logra captar atención orgánicamente, casi con total seguridad logrará captar atención en paid media.
Tick Tock and with Facebook YouTube any optimized CPM platform I want to set this table here real quick and remember the ads are nothing other than organic content that you pay for people to see and they run on the same algorithm so if something does well organically at earning attention it will Almost assuredly Do Well as paid media at earning attention now whether or not
Escúchalo en el minuto 31:01
Medición y experimentosLa publicidad en redes sociales como Facebook no debe gestionarse ni medirse bajo la óptica o métricas intermedias de canales tradicionales (como Google Display, Search o Email), sino evaluarse directamente por su impacto en los resultados financieros globales del negocio.
of not learning how to run Facebook ads from somebody that was good at email or search or programmatic I kind of came in fresh because I look at Facebook not as a version of Google display or of email and I don't value the same metrics in the same way that most other people do and I've always looked at it through the lens of business results
Escúchalo en el minuto 3:54
Adoptar temprano el machine learning de las plataformas otorga ventajas competitivas decisivas
Canales de adquisiciónAferrarse a métodos de control manual y rechazar las herramientas algorítmicas de optimización de las plataformas publicitarias resulta en pérdida de competitividad frente a competidores que aprovechan la automatización desde el inicio.
I saw so many agencies refuse to adopt and when they refused to adopt machine learning there were folks that bought into it that were really successful all the brands that got really big in 2016 2017 2018 because Facebook ads are really easy adopted it there are other agencies that fought it that lost like floors in their Manhattan office
Escúchalo en el minuto 8:31
Canales de adquisiciónEl agotamiento del contenido en TikTok Ads responde principalmente a la constante necesidad de novedad del algoritmo y no al volumen de gasto publicitario: un anuncio tiende a perder efectividad en aproximadamente dos semanas tanto si se invierten 50 dólares diarios como si se invierten 20.000.
the the aspect of new as a value point is extremely high now you could maybe the churn rate of content is massive and that churn rate has far more to do with time than with money you could that ad might last for two weeks if you're spending 50 bucks a day it might allow us for two weeks if you're spending twenty thousand a day so there's a big issue there I mean able to consistently deliver that quality of
Escúchalo en el minuto 35:16
Inversión de 2 millones de dólares en un año escalando un anuncio adaptado de un competidor líder
Canales de adquisiciónAdaptar creatividades publicitarias exitosas de marcas líderes al estilo e identidad propios permite crear campañas duraderas; en un negocio de ropa femenina, una versión adaptada de un anuncio de Victoria's Secret logró absorber cerca de 2 millones de dólares de gasto publicitario en un año.
got ads that were like that where and in my women's clothing business I literally just got ads from Victoria's Secret that I was like this is amazing I built a version of that ad and it spent nearly two million dollars in the last year
Escúchalo en el minuto 29:32
Facturación de 150M$ anuales en e-commerce utilizando solo creativos de imagen estática cuadrada
Canales de adquisiciónUna marca de moda y accesorios puede superar los 150 millones de dólares en facturación anual corriendo únicamente anuncios basados en imágenes estáticas cuadradas en paid media.
I'm working with a brand uh in the clothing business apparel and accessories um they'll do over 150 million this year and they run only Square static images
Escúchalo en el minuto 16:17
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.