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Ep. 334: The Future of Marketing with Ryan Deiss
15 ideas de marketing sacadas de «Ep. 334: The Future of Marketing with Ryan Deiss», de Perpetual Traffic. Sobre todo de mensaje y copywriting, estrategia…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 41 min
- Publicada en 2023
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Segmentar a través del mensaje en audiencias abiertas reduce costes publicitarios
Mensaje y copywritingAñadir capas de segmentación técnica en plataformas publicitarias eleva directamente los costes de adquisición y limita el tamaño del mercado alcanzable. En entornos donde los medios tienden a la difusión masiva y las plataformas restringen datos, la estrategia más escalable y económica es dirigirse a audiencias amplias y dejar que la especificidad y el gancho del copywriting filtren y atraigan al cliente calificado.
worth the cost of admission as far as this podcast is concerned, in my mind, you said when all media becomes mass media, the message is what reigns. And dude, that's brilliant. I remember I've told this impactful for me. And you're kind of doing it again with this. When all media becomes mass media, that I repeated at TNC in kind of my own way, but Roy basically said, the most valuable target is the untargeted target that you target through messaging. Right? I'll say that again. I'll say that again. Okay. Somebody missed it. The most valuable target is the untargeted target that you target…
Escúchalo en el minuto 11:38
Escalar a mercados amplios requiere apelar al refuerzo de identidad y deseos tácitos
Mensaje y copywritingCaptar clientes con alta consciencia de solución mediante palabras clave es un requisito básico pero limitado; el crecimiento a gran escala exige dirigirse a mercados con menor nivel de consciencia (problem aware e unaware) mediante mensajes que conecten con deseos no expresados y refuercen la identidad del comprador en lugar de listar características.
to do that. That's table stakes. That's just, you got to know that to show up where the edge is going to be moving forward is going to be on the messaging side. And so that's what, and most of You have to do it, but that's not where the big gains are going to come from anymore. The big gains are going out to the problem aware market and even the generally unaware market. Um, that's where it's going to, that's where it's going to happen. That's where you got to learn to speak to people at the, their unspoken need, their unspoken desire, things that they aren't even talking. Uh, they understood…
Escúchalo en el minuto 20:35
Mensaje y copywritingLa forma más valiosa de segmentación no reside en los filtros técnicos de las plataformas de anuncios, sino en redactar un mensaje que despierte la atención de personas que aún no estaban en proceso de compra. Al activar a este público desatendido, la marca opera en un vacío comercial sin tener que competir directamente por precio o características frente a alternativas.
But where the biggest opportunity for the people who really understand messaging and they understand how to target through messaging, how do you call out? How do you have like a, you know, a, a dog whistle, right? That only is going to make your audience's ears perk up and they don't even know why, right? That is the Holy grail of, marketing and advertising, the ability to craft a message and to put it out to the masses, to be able to yell it from the rooftops and have people who didn't even know they were in market perk up. Now what you've done, the reason we say that that is the most…
Escúchalo en el minuto 15:08
Sistema de gestión de crecimiento para CEOs: mapa de adquisición, scorecard y ciclos trimestrales
Medición y experimentosPara liderar el marketing sin quedar atrapado en la microgestión operativa, el CEO o fundador debe operar mediante tres mecanismos: 1) documentar con el equipo el viaje de valor del cliente (Customer Value Journey) para tener claro cómo se adquieren clientes, 2) revisar semanalmente un cuadro de mando de crecimiento (Growth Scorecard) con semáforos (verde, amarillo, rojo), donde el rol del líder es hacer preguntas y…
that's who I'm primarily talking to. And, so what, I'm telling founders there is get out of the dang marketing meetings, right? What you need to do is you need to be working with your team, right? Decide like help to document the customer value journey, right? The thing that we teach, like make sure that you're, how you create customers is documented. You should be involved in that. You should help to clarify, like, what does it mean for us to acquire customers, right? That's the first step. The second step, work with your team to develop a, a, what we call a growth scorecard, right? To be…
Escúchalo en el minuto 32:12
Mensaje y copywritingCon el aumento de costes, las restricciones de privacidad y la pérdida de precisión en la hipersegmentación digital, los canales online se comportan cada vez más como medios masivos tradicionales; en este escenario, la creatividad y la calidad del mensaje vuelven a ser el factor determinante del éxito publicitario por encima del media buying técnico.
And what we're now doing is we are seeing a shift back towards digital marketing, starting to look again, a little bit more like mass media, mass media marketing, right? A lot of the things, our ability to put the right message in front of the right person, right time that we've had for the past 10 to 15 years, right person, right time is slowly getting taken away from us, either through competition, through algorithmic shifts, through price, through simply just being priced out of some of these areas. And so what we're finding is that when all media becomes mass media, the message is what…
Escúchalo en el minuto 8:57
Retención y relación con el clientePara sobrevivir al endurecimiento de la privacidad y al cambio de algoritmos en plataformas de terceros, las marcas deben operar como productoras de medios: crear listas de correo propias, podcasts y comunidades (gratuitas o de pago) para captar datos de primera mano y asegurar un canal de distribución directo sin intermediarios.
You know, now it's gotten harder. Also gathering more first party data is going to be important. And I also talked about the importance of building a media, you know, building media brands, something we've always been about email lists, stuff like podcasts, like what we're doing right now, communities, paid communities. I think that this is going to be the future of brands. Started talking about this back at like TNC 2016, the importance of building community and building your own media. If you think those same playbooks are going to work over the next, you know, three to five years, sorry…
Escúchalo en el minuto 10:39
El rol del CEO en marketing: comunicador en jefe antes que operador de canales
Estrategia y decisiones de negocioEl fundador o CEO debe responsabilizarse del mensaje central y de la transformación del cliente (actuando como comunicador principal), delegando la ejecución técnica de campañas y anuncios a especialistas internos o agencias.
do the specific channel work. So if you're a founder CEO, that's your playbook, right? Either build the messaging capabilities internally or work with an outside agency consultant who gets messaging. And you're deepest desires? What's, what's the transformation you want to create? Are we talking identity more tickets. Um, but you should not be the one sitting in here and learning, uh, this stuff. You need to be networking. You need to be equipping, you know, your people, but as a CEO to think that today, um, you're going to be both the person running the company and the person marketing all…
Escúchalo en el minuto 26:22
Desplazamiento del talento en agencias: del media buying al creativo y copy
Mensaje y copywritingEn la agencia Tier 11, la nómina pasó de estar compuesta en un 70-80% por media buyers en sus inicios a estar integrada por un 60% de perfiles creativos y copywriters, debido a que el mensaje se ha convertido en la principal palanca de ventaja competitiva en publicidad digital.
to have it. And I tell the story about tier 11. I only relate it back because we're an ad agency. Like we do this for a living. If you look at our payroll, like our payroll, when we first started, it was like 70 to 80% media buyers. Now it's like 60% creative and ad copy people because we've seen this sort of transition happen because the message is it never was not important. It was always important, but now it's more important than ever in digital. And we, as an organization have sort of
Escúchalo en el minuto 24:18
Especialización de agencias: dominar el mensaje creativo o la mecánica técnica de un canal
Marca y posicionamientoLas agencias deben evitar el modelo 'full-service' generalista y elegir entre dos caminos viables: sobreinvertir en copywriting y creatividad, o hiperespecializarse en la mecánica técnica de un canal específico, aliándose con otras firmas complementarias.
what you just described Ralph, right? Like if you're an agency, get good at, at copywriting, get good at the creative side, right? That's where we're going to have to go. The, um, or just be 100% specialized in one particular marketing mechanic and partner with other agencies who get that creative side, right? You need to do one of those two things and kind of be that thing for them. decide, are you going to double down and over-invest in the messaging and the creative, um, and, and partner with other agencies and consultants who can do, uh, the mechanical side, or are you going to be a…
Escúchalo en el minuto 25:15
La amplificación técnica en medios pagados no sustituye la calidad del mensaje
Mensaje y copywritingEl marketing se compone del diseño del mensaje y de su posterior amplificación. Confiar únicamente en trucos técnicos de segmentación publicitaria vuelve insostenible a una agencia o anunciante cuando el entorno publicitario cambia, ya que ningún nivel de distribución compensa la falta de un mensaje persuasivo y sólido.
2013 is when Facebook started putting ads in the newsfeed. We've been spoiled here. And if you started 25, 2015, 2016, you haven't known any different. You could get away with a campaign hack or an advertising hack or a Facebook ads hack without really knowing all these basics of marketing. to happen based upon this? I think it's going to be an absolute bloodbath. I mean, I think you're anymore. Um, you're out of business and it's because they weren't actually marketers, right? of these folks were because marketing at the end of the day is the amplification of a message, right? That is what…
Escúchalo en el minuto 17:43
El marketing digital evoluciona hacia medios masivos y devuelve el protagonismo al mensaje
Mensaje y copywritingA medida que el marketing digital madura y pierde granularidad de segmentación técnica, vuelve a comportarse como un medio masivo tradicional donde el factor determinante del éxito es la calidad, relevancia y potencia del mensaje.
If any of us think that any of this is going to get any easier, we're fooling ourselves. We saw a nice 10 to 15 years of things getting better and better and better and better. And what I think we're now doing, we peaked, we crested, we are seeing a shift back towards digital marketing, starting to look again a little bit more like mass media. So what we're finding is that when all media becomes mass media, the message is what reigns. It's the message that matters.
Escúchalo en el minuto 0:00
Estrategia y decisiones de negocioAumentar drásticamente los ingresos brutos no asegura la rentabilidad neta. Escalar un negocio sin un sistema operativo sólido y sin controlar de cerca la rentabilidad real puede transformar una empresa en aparente éxito en un caso al borde de la bancarrota en menos de un año.
your company to the next level? Cause if there's one thing that I've learned as a marketer turned, you know, CEO is, um, growth is not enough. I've had so many businesses that we nearly grew into oblivion, uh, cause we grew without having all of the other, you know, pieces, the intangibles, the right operating system, you know, in place, um, you know, understanding how profit actually happens. You know, as a marketer, I was like, Hey, as long as there's enough gross, there'll be some net hanging around there at the bottom. Not always, not always. Um, we had a business a few years ago that was…
Escúchalo en el minuto 36:35
Estrategia y decisiones de negocioAumentar drásticamente los ingresos brutos no asegura la rentabilidad neta. Escalar un negocio sin un sistema operativo sólido y sin controlar de cerca la rentabilidad real puede transformar una empresa en aparente éxito en un caso al borde de la bancarrota en menos de un año.
your company to the next level? Cause if there's one thing that I've learned as a marketer turned, you know, CEO is, um, growth is not enough. I've had so many businesses that we nearly grew into oblivion, uh, cause we grew without having all of the other, you know, pieces, the intangibles, the right operating system, you know, in place, um, you know, understanding how profit actually happens. You know, as a marketer, I was like, Hey, as long as there's enough gross, there'll be some net hanging around there at the bottom. Not always, not always. Um, we had a business a few years ago that was…
Escúchalo en el minuto 36:35
Lectura recomendada: 'Wizard of Ads' de Roy Williams para dominar el mensaje en medios masivos
Mensaje y copywritingLa trilogía 'Wizard of Ads' de Roy Williams es recomendada como base fundamental para aprender a vender mediante el mensaje en medios masivos (como radio y televisión), donde la segmentación es mínima y el éxito de la campaña depende exclusivamente de la calidad del copy.
right? One of my mentors in, in business marketing and really life, Roy Williams, who Roy authored the Wizard of Ads trilogy. And I would commend all of you, if you're listening to this right now, buy the Wizard of Ads and read it. Because one of the fundamental themes of that book is it's the message that wins. The best message wins. And the reason that Roy knows this is because Roy has always done primarily mass media marketing, marketing through and advertising through radio and TV, right? So there's only so much targeting you can really do there. And I remember Roy saying something
Escúchalo en el minuto 12:42
Canales de adquisiciónLos costes en publicidad pagada prácticamente se han duplicado de un año a otro para la mayoría de los anunciantes a raíz de actualizaciones de privacidad como iOS 14.
And then on the paid ad side, I mean, just over the last year, we've seen paid ads just straight up double. I mean, I know y'all have talked about this, you know, on this show, but with the iOS 14 update, different things, I mean, for your average marketer, only just about all of us are spending more than we were spending last year.
Escúchalo en el minuto 8:21
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