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Alex P & Charley T: How to Grow Your Business
20 ideas de marketing sacadas de «Alex P & Charley T: How to Grow Your Business», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 20 ideas despiezadas
- Fuente Professor Charley T
- Dura 54 min
- Publicada en 2023
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Canales de adquisiciónLas plataformas sociales atraen usuarios y anunciantes ofreciendo alcance orgánico abundante y costes bajos, para luego restringir el alcance y encarecer la pauta una vez consolidada la dependencia; las marcas deben aprovechar estas ventanas de arbitraje sin hacer que su negocio dependa exclusivamente de una sola plataforma.
the the model for most of these social networks is like you offer a lot of free traffic to drive adoption of and usage from both creators and advertisers and then when people are like locked into the platform and it's becoming really critical to their acquisition efforts then you you kind of like twist the screw and start extracting as much money how can I leverage this in a way where I'm not you know going all in like how can I get the benefit out of this in the moment but not make it such a critical part of my operations that all of this evolving your brand Beyond a single platform is so…
Escúchalo en el minuto 41:44
Medición y experimentosCuando no es posible duplicar el presupuesto publicitario en canales pagados (como Facebook Ads), el impedimento rara vez está en optimizaciones técnicas dentro del administrador de anuncios (como CBO vs. ABO o límites de costos), sino en problemas estructurales como márgenes insuficientes, costos operativos o bajas tasas de conversión en pasos posteriores del embudo.
problems I had to solve to understand why I couldn't spend twice as much on Facebook taught me everything else like our daily budget's 5K my question is why isn't it 10. what's wrong oh it's the conversion rate three steps down the line on our primary offer and we've also got customer service beating 12 other offers at a complete waste of our bottom line time so we don't have the margin to support a greater loss on the front end like no Facebook ads going to fix that problem that's not an versus CBO conversation right that's not a cost cap versus Dynamic like there's that is a institutional…
Escúchalo en el minuto 23:22
Oferta y precioAprovechar la atención barata de una plataforma publicitaria emergente no debe sustituir la validación de un modelo de negocio rentable. Si una marca escala rápido apoyada únicamente en costes publicitarios bajos sin márgenes ni economía unitaria sostenible, quedará atrapada en una estructura sobredimensionada en cuanto los costes de la plataforma se normalicen.
becoming over invested in any one um but the the fundamentals are important like I wouldn't I wouldn't launch a brand without a solid business model at least a hypothesis like that that might work in the short term but it's like that's where you get into the situations and and I I'm in the fashion industry so I I've been in a a lot of these situations where it's like the brand is hot but the underlying financials are are not and then like when the the Music Stops you're like oh my gosh and it's you've gotten so big it gets a lot harder to um to to bring things back to a sustainable place so…
Escúchalo en el minuto 49:03
Canales de adquisiciónLos nuevos canales publicitarios ofrecen ventajas temporales de arbitraje en costos de adquisición antes de saturarse por la competencia; se deben capitalizar rápidamente mientras duren, pero utilizándolos para construir una marca y activos diversificados que sobrevivan fuera de cualquier plataforma individual.
but it but it's like you never know it's like they're all Arbitrage opportunities like you never know eventually they'll be competed away you never know when that's gonna happen so it's like get in while the getting's good but then start thinking about how do you how do you build a brand that's like strong enough to live outside of any one platform I love that yeah how do you build a brand that isn't relying on One Source how do you diversify right and
Escúchalo en el minuto 36:09
Medición y experimentosPara evaluar la eficacia real de los esfuerzos de marketing no basta con confiar en las métricas de atribución de plataformas digitales (como clics finales o datos de píxeles), sino que es necesario medir el impacto global mediante estudios de incremento (lift studies) y grupos de control (holdouts).
that measuring the efficacy of any marketing effort has to be understanding what is the impact on everything and that treating to just to do lift analysis hold out tests you know corollary reporting and truly understand stuff and it was
Escúchalo en el minuto 17:50
Desarrollo de habilidades técnicas operativas al inicio de una carrera en marketing
Estrategia y decisiones de negocioAl comenzar una carrera en marketing, es fundamental dominar primero la ejecución técnica de herramientas y plataformas (como cuentas publicitarias o plataformas de email) en lugar de intentar posicionarse sólo en estrategia, ya que el mercado demanda competencia técnica antes de pagar por visión estratégica.
it's very it is very helpful to become um like a technical subject matter expert like knowing how to really work clavio or knowing how to operate an ad account and when you're first starting out the unfortunate truth is that you know no one is paying you for your strategic expertise at that point so I would say there's still a lot of validity in learning the technical
Escúchalo en el minuto 19:26
Medición y experimentosConfiar exclusivamente en modelos de último clic genera una falsa sensación de eficacia; al implementar pruebas de exclusión (holdout tests) e incrementalidad se descubre que muchas campañas no generan un impacto real, lo que exige rediseñar estrategias enfocadas en cambiar genuinamente el comportamiento del cliente.
and um when you're when you're moving away from that kind of more simplified way of thinking about things like last click analytics like we write a campaign and we spent a dollar and we got five dollars back you what's tricky is like it makes marketing harder when you shift from last click to doing like hold out testing you start to realize that a lot of what you thought was really impactful actually isn't and then you're like oh perspective like the long-term benefit for your business is going to be a lot greater but you need to kind of like re relearn the basics like how do you build a…
Escúchalo en el minuto 12:42
Medición y experimentosEn comercio electrónico y retail es común aparentar un éxito rotundo debido a altas cifras de demanda y ventas, mientras que la estructura financiera subyacente y los márgenes reales generan pérdidas continuas cada mes.
um and also understanding the financials that underlie an e-commerce business so the fact that you can like retail is one of is a business where you can on the surface level appear to be doing so so well and like driving crazy demand and having like proverbial lines out the door and then you're losing money every month so like understanding how that happens and how to avoid it is another skill that I think is really important
Escúchalo en el minuto 20:22
Canales de adquisiciónEl principal incentivo de las plataformas publicitarias como Facebook es mantener al usuario entretenido dentro de la app; cuando los anuncios generan una interacción positiva y alta retención, los algoritmos premian a la marca reduciendo sustancialmente los CPMs.
and you have to remember the business objectives of your partners like Facebook's business objective is user time on site and on app like the number one business model for Facebook ads is keep people happy and on the platform if you make ads people want to see you're going to pay record low cpms like good action rate with people that's feeding the platform tick tock's overall
Escúchalo en el minuto 43:55
Integración holística de canales frente a la optimización en silos
Canales de adquisiciónLos canales de marketing no deben operar en silos aislados optimizando métricas locales independientes, ya que forman un ecosistema interconectado donde las decisiones en un canal (como pausar la inversión en paid social) impactan directamente el rendimiento de otros (como el volumen de búsqueda en Google o la conversión por email).
Strategic principles that tie everything so often I've been in situations where email is kind of operating in a silo and paid social or paid media is operating in a silo and Merchandising is in its own silo and everyone's kind of like optimizing towards their own kpis and executionally good I like to think of them as what separates a line cook from a chef is the awareness of the entire paid social does why does your Google drop especially when you stop your social spend why it is all of these things that are tied together there's inner network of everything and I love
Escúchalo en el minuto 5:11
Oferta y precioPara escalar una marca de manera sostenible (incluso desde 1 millón hasta decenas de millones), la clave reside en definir primero el modelo de negocio, identificar la ventaja competitiva y concentrarse en explotar de una a tres fortalezas principales, en lugar de intentar serlo todo para todos.
money in the long money and the number one bit of advice I can give to everybody is business model first and then figure out your unfair advantage and how your team works and your core competency and then just focus on exploiting that as much as possible I don't know every business I know that I've taken from 1 million to 10 or from 8 to 50. follows a lot of that same principle they don't try to be everything to everybody they figure out the one or two things they need to and you can absolutely be a 20 million dollar brand that does three things well one thing well you know that that's plenty…
Escúchalo en el minuto 50:25
Canales de adquisiciónLas plataformas publicitarias nuevas que aún no optimizan para maximizar sus propios beneficios ofrecen inventario a precios más accesibles y simplifican los formatos, devolviendo el peso del éxito a la calidad de la pieza creativa memorable.
and I think it is 100 in tick tocks is that ultimately they can afford substandard profit margins on their inventory in the ad space Advantage is they don't need to play the game of capitalism to the same rules as anybody else does which means that if you can get good at understanding how to play the game that they want I feel like you've got an unfair Advantage for a long time and Tick Tock basically brings us all the way back full circle to like is this a good ad and if you have a good ad I don't think like you need to be to fail if your advertising is good and I think Tick Tock gives you…
Escúchalo en el minuto 46:21
Canales de adquisiciónLas plataformas publicitarias nuevas que aún no optimizan para maximizar sus propios beneficios ofrecen inventario a precios más accesibles y simplifican los formatos, devolviendo el peso del éxito a la calidad de la pieza creativa memorable.
and I think it is 100 in tick tocks is that ultimately they can afford substandard profit margins on their inventory in the ad space Advantage is they don't need to play the game of capitalism to the same rules as anybody else does which means that if you can get good at understanding how to play the game that they want I feel like you've got an unfair Advantage for a long time and Tick Tock basically brings us all the way back full circle to like is this a good ad and if you have a good ad I don't think like you need to be to fail if your advertising is good and I think Tick Tock gives you…
Escúchalo en el minuto 46:21
Estrategia y decisiones de negocioUna empresa obtiene el marketing que su cultura interna permite: en entornos que castigan el error y limitan la autonomía, los equipos ejecutan acciones mínimas y cosméticas para aparentar éxito sin impactar el resultado final. El marketing estratégico solo prospera con transparencia, comunicación abierta y tolerancia al fallo experimental.
that I say sometimes is that like a an organization gets the marketing that it deserves so if the culture of an organization is stay in your lane or you know if you fail you're gonna get smacked out down publicly um then that the kind of marketing that you're going to get is let's do the least to make ourselves kind of present ourselves as being successful even if it if it doesn't necessarily help the bottom line of the business it's only as effective as the organization is healthy to a certain extent with being accountable but also some you know levity and bandwidth you know an opportunity…
Escúchalo en el minuto 25:18
Progresión en T del profesional de marketing: especialización técnica inicial antes de liderar la estrategia global
Estrategia y decisiones de negocioLa ruta de crecimiento profesional más sólida comienza con la hiperespecialización en un canal o disciplina concreta para generar alto valor inmediato, expandiéndose luego hacia habilidades adyacentes de supervisión para finalmente asumir un rol estratégico transversal capaz de resolver problemas entre distintas áreas del negocio.
I I see that I think I see career progression as like starting out you hyper specialize in one thing you become really valuable in one thing then you're like okay I'm kind of expanding into different skill sets because I at least want to I want to know enough to to not be ripped off or I want to know enough to kind of understand if what's going on is is generally like above board um and then you move on to the more strategic stuff so like what ties it all together so I think like specialization um but if you're if you want to own a brand one day or like be the head of DTC for a brand that's…
Escúchalo en el minuto 22:12
Canales de adquisiciónEl comercio electrónico ya no opera bajo la premisa de tráfico garantizado o pasivo (análogo al flujo peatonal de un centro comercial o a las primeras etapas de Facebook Ads); las marcas actuales deben diseñar estrategias activas para generar su propio tráfico y entender a fondo a su base de clientes.
the macro environment has changed so so much and it's changed faster than I we were coming from a place where a lot of retail principals were based on the mall and based on this idea that there's always going to be traffic coming in whether you're a store in the mall or whether you're a brand advertising on Facebook like that's not something that changed so dramatically and it it means that you have to like think view excuse me you need to be prepared to generate your own traffic and like really understand what's going on with
Escúchalo en el minuto 8:07
Medición y experimentosDurante la temporada alta de Black Friday y diciembre, los CPMs en publicidad de joyería experimentan subidas de hasta el 50%, alcanzando niveles de 12 a 15 dólares.
people in my MBA program they were complaining during Black Friday in December that like their jewelry cpms went to like 12 and 15 like they spiked 50 percent
Escúchalo en el minuto 44:14
Canales de adquisiciónEl posicionamiento orgánico (SEO) opera como un fondo de jubilación o inversión a largo plazo: no produce retornos extraordinarios inmediatos, sino que requiere aportaciones constantes para generar tracción y rentabilidad acumulada con el paso del tiempo.
earlier this week where I was like your SEO is like your 401k but if you don't do it you're not going to be worth 10 million tomorrow like it's that Slow Burn uh thing and
Escúchalo en el minuto 29:07
Canales de adquisiciónLa pérdida de datos de atribución y seguimiento (como los cambios de iOS y cookies) sumada a la posibilidad de regulaciones gubernamentales contra la publicidad hiperdirigida representa una transformación estructural que obliga a repensar la captación en ecommerce.
advertising I think we got one more shoe to drop but with iOS 14 when it comes to tracking iOS 15 with email and then what Google's gonna drop later this year regarding cookies I'm super curious and is the legal aspect or the the regulatory aspect of digital advertising because we've started to hear more and more Rumblings from the government about at least in the U.S about you know the the danger posed by targeted advertising and will you know should we ban all
Escúchalo en el minuto 34:03
Estrategia y decisiones de negocioA pesar de la nueva terminología, herramientas llamativas y canales digitales modernos, los principios económicos unitarios (unit economics) de una marca directa al consumidor siguen funcionando bajo las mismas reglas básicas que cualquier negocio tradicional simple.
nomenclature is new right and really it's the same stuff right there's there's no real big difference between running a d2c brand today versus like a uh like a uh like a lemonade stand the unit economics of business still function there's a lot of different levers in fancy shiny objects
Escúchalo en el minuto 30:12
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