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Ep. 512: The Next Era of Growth: How to Achieve Full Funnel Excellence
36 ideas de marketing sacadas de «Ep. 512: The Next Era of Growth: How to Achieve Full Funnel Excellence», de Perpetual Traffic. Sobre todo de canales de…
- 36 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 16 min
- Publicada en 2023
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Promocionar contenido orgánico con mejor engagement como campañas de reconocimiento y consideración
Canales de adquisiciónPara alimentar el inicio del embudo, revisa en Meta Business Suite las publicaciones orgánicas de los últimos 90 días con mayor interacción y alcance, y reutilízalas en campañas con objetivos de reproducciones de video o reconocimiento de marca invirtiendo presupuestos iniciales bajos (10 a 20 dólares al día).
harmonizer system so really start to consider using brand awareness consideration like video view campaigns for example go over to your meta notifications planner content click on content and see what content is actually engaging with your audience the most those are the types of pieces of content that you might want to consider using at top of funnel for these brand awareness I think it defaults to the last 90 days happen but like you'll see clearly which type types of content which pieces of content are the ones that resonate with your fans that could be a good indication of a piece of…
Escúchalo en el minuto 1:11:52
Canales de adquisiciónPara expandir el mercado y abaratar la adquisición en Meta Ads, corre campañas de alcance (Reach) o reproducciones de video sobre una audiencia específica (como un público similar del 3%) en paralelo a campañas de conversión dirigidas a ese mismo público. A medida que las personas interactúan con el contenido TOFU de bajo costo, ingresan naturalmente al subconjunto optimizado para convertir.
this is one of the most interesting things when I talked to one of the super sharp meta people at the conference is when you do reach campaigns at very top of funnel when you reach them and they engage they then become a part of your conversion audience so you could do like a three percent look-alike audience for you know your customer list you can do a Reach campaign for that three percent and then you can do a conversion campaign for that three percent what happens is the more you spend on the Reach campaign for that three percent look-alike audience those people then convert and start…
Escúchalo en el minuto 56:33
Canales de adquisiciónPara expandir el mercado y abaratar la adquisición en Meta Ads, corre campañas de alcance (Reach) o reproducciones de video sobre una audiencia específica (como un público similar del 3%) en paralelo a campañas de conversión dirigidas a ese mismo público. A medida que las personas interactúan con el contenido TOFU de bajo costo, ingresan naturalmente al subconjunto optimizado para convertir.
this is one of the most interesting things when I talked to one of the super sharp meta people at the conference is when you do reach campaigns at very top of funnel when you reach them and they engage they then become a part of your conversion audience so you could do like a three percent look-alike audience for you know your customer list you can do a Reach campaign for that three percent and then you can do a conversion campaign for that three percent what happens is the more you spend on the Reach campaign for that three percent look-alike audience those people then convert and start…
Escúchalo en el minuto 56:33
Canales de adquisiciónPara expandir el mercado y abaratar la adquisición en Meta Ads, corre campañas de alcance (Reach) o reproducciones de video sobre una audiencia específica (como un público similar del 3%) en paralelo a campañas de conversión dirigidas a ese mismo público. A medida que las personas interactúan con el contenido TOFU de bajo costo, ingresan naturalmente al subconjunto optimizado para convertir.
this is one of the most interesting things when I talked to one of the super sharp meta people at the conference is when you do reach campaigns at very top of funnel when you reach them and they engage they then become a part of your conversion audience so you could do like a three percent look-alike audience for you know your customer list you can do a Reach campaign for that three percent and then you can do a conversion campaign for that three percent what happens is the more you spend on the Reach campaign for that three percent look-alike audience those people then convert and start…
Escúchalo en el minuto 56:33
Combinar campañas de conversión directa con campañas de reconocimiento y consideración
Canales de adquisiciónDepender únicamente de campañas de conversión directa en plataformas publicitarias satura rápidamente a las audiencias más propensas a comprar y eleva la fatiga creativa. Al combinar campañas de conversión con anuncios de alcance y construcción de marca ('multi-objective buying'), se amplía la base de prospectos, se retrasa el punto de rendimientos decrecientes y se incrementa el poder de fijación de precios y la…
but at a certain point you run out of million people at a certain point it that performance is going to tail off is Facebook circles the wagons on the will Target you will now expand your audience to people who had no idea who conversions the audience exhaustion and point of diminishing returns will be reached later and it will result in a conversion based ads with brand awareness or brand or awareness and consideration campaigns blending them multi-objective buying that's the real combining performance with website conversions with reach and brand so and you can also start to command higher…
Escúchalo en el minuto 1:05:22
Validar contenido orgánicamente antes de escalarlo en campañas pagadas de video
Estrategia de contenidosAntes de pautar anuncios de video, conviene publicar los contenidos de forma orgánica en la página para medir qué piezas logran mayor alcance y engagement; los videos con mejor rendimiento orgánico deben seleccionarse para nutrir las campañas pagadas de visualización y el desarrollo de lead magnets.
so we optimized for that but we really do look at that we sort of see you know from those video view campaigns we'll see exactly which videos are resonating and then we're like all right well maybe we should create more content around that or maybe we should create a lead magnet around that so we first posted on our page see what gets organically the most reached the most engagement and then we pull those best videos and then pull them into these video view
Escúchalo en el minuto 1:01:48
Uso de chatbots de IA entrenados con datos propios para cerrar ventas directas en la web
ConversiónEn modelos de negocio donde la transacción se realiza directamente en el sitio sin llamadas previas (como ecommerce y SaaS), integrar un chatbot de IA entrenado con el contenido y catálogo de la web permite resolver dudas sobre productos, envíos y condiciones en tiempo real, reduciendo la fricción de compra y facilitando la conversión inmediata.
allows you to build a chat bot based off of your own proprietary data so so cool add it to your website for instance it crawls your website and then now people can ask the chat bot questions based off of all the content on your website and the more content can you know I mean you're answering questions about products Services terms um materials uh shipping receiving um and it's it's unbelievably effective this is this is an absolute necessity I especially love it for e-commerce and SAS because if you have a Content Rich website and e-commerce what the thing that's really you know obvious but…
Escúchalo en el minuto 11:34
Impacto en ventas y ROAS al combinar campañas de marca y consideración frente a solo conversión
Canales de adquisiciónUn estudio sobre compra de medios multiobjetivo demuestra que combinar campañas de reconocimiento de marca y consideración incrementa las ventas entre un 11% y un 22%, mientras que limitar la inversión publicitaria exclusivamente a campañas de conversión directa reduce el ROAS cerca de un 11%.
they did is in this study and we'll is that they studied Brands who used brand and consideration campaigns alone but not performance and uh just the combination of brand and consideration increased gains and Effectiveness or increase their sales by 22 percent they did the same thing with objectives and the gains were anywhere between 22 and 11 and when you only used type of campaign and one of the examples is just performance only which I know a right now you're just using website conversion campaigns the the study showed that there was a drop off in performance of almost 11 percent uh when…
Escúchalo en el minuto 1:10:29
La construcción de marca supera a la activación de ventas a medio plazo para desbloquear el crecimiento
Marca y posicionamientoLas campañas enfocadas exclusivamente en conversión y búsqueda de alta intención alcanzan un techo de escala y compiten en un entorno altamente saturado. Combinar activación de ventas con construcción de marca permite que, a partir de aproximadamente 6 meses, la marca supere a la activación directa al generar búsquedas directas de nombre de marca y abaratar la adquisición.
development people it's a bloody red ocean and you can only reach a certain level of scale with those types of so Bennett and and field they did this study and they realized that brand building starts to outperform sales activation at a certain point in time and they say it's about six months so lower echelons yes they have the sales activation campaigns but they combine it with brand building brand starts to drive a lot of the brand searches trade name searches Mexico keyword instead they are now they're now Googling the actual name of this the combination of the two is with a real sweet…
Escúchalo en el minuto 40:37
Canales de adquisiciónDepender exclusivamente de campañas de conversión directa en Meta agota rápidamente el presupuesto y la audiencia debido a sus altos CPMs; alimentar la parte alta del embudo con campañas de visualización de video permite construir audiencias de consideración a una fracción del costo y activa búsquedas de marca.
campaigns but my point is if all you do is conversion campaigns at 80 CPM you're going to quickly run out of audience you're gonna or quickly run out of cash so the idea is combine in this case video view audiences which is sort of a brand awareness slash consideration kind of campaign because we capture the audience based upon how is you're creating an audience for a fraction of the cost of what you would if you were running just straight point is is as soon as you get out of the website conversion Arena all of a sudden your costs start to decrease and what you're going to notice is that…
Escúchalo en el minuto 1:00:20
Uso de conversiones suaves y llamadas a la acción transicionales en la etapa de consideración
ConversiónEn la fase de consideración (middle of funnel), las campañas deben optimizarse para eventos de 'conversión suave' (visitas a páginas de casos de estudio, descargas de lead magnets o captación de cupones de descuento) en lugar de exigir la compra directa de inmediato.
um consideration is sort of that middle of funnel okay this is where they're engaging maybe traffic clicking to the website maybe opting in for a coupon maybe opting in for some kind of lead magnet you know all the stuff that Ryan sort of a middle phase this is not the ultimate conversion metric or the ultimate conversion event but what it is is it's a middle event it's a transitional call to action in most for us it's just getting them to click to the website to read more about a specific case study that then all of a sudden at the very end you know has uh potentially a call to action so…
Escúchalo en el minuto 53:44
Estructuración de campañas de reconocimiento en Meta mediante contenido sin llamada a la acción directa
Canales de adquisiciónLas campañas de reconocimiento (top of funnel) en Meta deben apuntar a audiencias amplias o lookalikes de gran tamaño usando contenido útil, la historia del fundador o recorridos de instalaciones, sin pedir una compra directa, con el fin de maximizar el alcance y la recordación de marca.
meta Advertiser is awareness is reach or brand awareness campaigns and you test for things like recall and awareness and your targeting is typically very broad or very large look-alike audiences so you're trying to hit as many people as possible uh with this top of funnel very top of funnel not call to action just helpful useful content or to the type of content that is like the Founder's story like a tour of the facility like how they do what they do and how they give back to the community like really top of funnel ethereal kinds
Escúchalo en el minuto 52:38
Equilibrio entre marca y respuesta directa para maximizar beneficios
Marca y posicionamientoPara maximizar ganancias y superar los límites de escala, las marcas deben combinar la activación de ventas a corto plazo con la construcción de marca a largo plazo; las campañas de notoriedad y consideración nutren y abaratan el rendimiento de las campañas de conversión.
this flywheel effect where you use awareness use consideration you use conversion which then creates sort of this Equity brand love Advocate and it's a virtuous cycle it's a true fly flywheel that then brand fuels the um to maximize profits Brands need to think both short-term direct response and long-term brand marketing now in
Escúchalo en el minuto 31:23
Regla de balance 60/40 entre construcción de marca y activación directa
Marca y posicionamientoSegún los estudios de Les Binet y Peter Field, el balance presupuestario ideal para grandes marcas es de aproximadamente un 60% en construcción de marca (brand building) y un 40% en activación (respuesta directa), en contraste con el típico 90/10 sesgado a conversión de la mayoría de empresas.
90 10 the wrong way you know it's 90 direct response 10 Bennett and field found is that it's about a 60 40 mix when all is said and done it's about 60 on brand building 40 on activation I don't know what the exact percentage is and it's certainly for tier 11 clients it's not that it's much less it's you know maybe 20 or 30
Escúchalo en el minuto 46:34
Reasignar presupuesto publicitario hacia un enfoque 'full funnel' combinando reconocimiento y conversión
Canales de adquisiciónFrente a la saturación de las campañas de conversión directa pura y los cambios en los algoritmos publicitarios, conviene redistribuir el presupuesto combinando anuncios de reconocimiento de marca y consideración en el tope del embudo con anuncios de conversión, en lugar de depender exclusivamente de tráfico directo a venta.
what we're seeing is a reallocation or sort of a shift in spend from Pure bloody red Ocean Conversion ads to top of funnel brand awareness consideration and awareness types of ads and blending the two together and that's really what this is all about and meta calls it full funnel
Escúchalo en el minuto 26:20
La combinación de construcción de marca y activación de ventas genera crecimiento acumulativo
Marca y posicionamientoLas activaciones de ventas a corto plazo (anuncios de conversión directa, CRO, palabras clave de alta intención) generan picos rápidos que decaen inmediatamente al detener la inversión, mientras que la construcción de marca genera un efecto acumulativo de largo plazo que reduce la sensibilidad al precio; la escala sostenible proviene de combinar ambas disciplinas en lugar de depender únicamente del rendimiento…
lesbonnet and Peter field uh we learned uh that sales activations which is sort produced Big short-term effects like you what Bennett and field found is that they're short-term effects they Decay quickly unless you continue to spend there's no residual effect it's like if scaling the combination of the two is where the real sweet spot is and that's out and test it so they developed a framework for thinking about marketing they found is that the effect of brand building is much more longer term and it decays more slowly and they accumulate actually accumulates over time to drive long-term…
Escúchalo en el minuto 36:14
Marca y posicionamientoCombinar campañas de marca en la parte alta del embudo con campañas de activación de respuesta directa multiplica el impacto comercial: incrementa el alcance, eleva las búsquedas orgánicas de marca y genera ventas incrementales medibles.
line is this so adding brandium to your mix accelerates the impact of your marketing you get 100 greater reach okay you get greater organic search lift okay which makes sense people are searching for you a whole lot more when they see these top level ads at a very high level brand awareness consideration phase and you get incremental sales past and brand building in concert with or in association with in a blended fashion activation campaigns which is conversion campaigns and obviously
Escúchalo en el minuto 48:10
Marca y posicionamientoCombinar campañas de marca en la parte alta del embudo con campañas de activación de respuesta directa multiplica el impacto comercial: incrementa el alcance, eleva las búsquedas orgánicas de marca y genera ventas incrementales medibles.
line is this so adding brandium to your mix accelerates the impact of your marketing you get 100 greater reach okay you get greater organic search lift okay which makes sense people are searching for you a whole lot more when they see these top level ads at a very high level brand awareness consideration phase and you get incremental sales past and brand building in concert with or in association with in a blended fashion activation campaigns which is conversion campaigns and obviously
Escúchalo en el minuto 48:10
Canales de adquisiciónDepender únicamente de campañas de conversión directa o tráfico de alta intención limita el volumen de crecimiento; implementar una estrategia de embudo completo de tres niveles para tráfico frío expande el mercado disponible y potencia la eficacia de las campañas de conversión, permitiendo escalar el presupuesto publicitario.
off with sort of a three-tiered uh way in which to approach cold traffic to bring them into your funnel which they call full funnel and it's not just website conversion campaigns it's not just high value or high intent you know like those are conversion campaigns High intent people who are looking for something and are very easy to convert but there's only so much volume and what the big brands have found is that when they start to combine three different types of campaigns it not only Powers the conversion campaigns more effectively but it also expands the market and then they can finally…
Escúchalo en el minuto 20:27
Canales de adquisiciónDepender únicamente de campañas de conversión directa o tráfico de alta intención limita el volumen de crecimiento; implementar una estrategia de embudo completo de tres niveles para tráfico frío expande el mercado disponible y potencia la eficacia de las campañas de conversión, permitiendo escalar el presupuesto publicitario.
off with sort of a three-tiered uh way in which to approach cold traffic to bring them into your funnel which they call full funnel and it's not just website conversion campaigns it's not just high value or high intent you know like those are conversion campaigns High intent people who are looking for something and are very easy to convert but there's only so much volume and what the big brands have found is that when they start to combine three different types of campaigns it not only Powers the conversion campaigns more effectively but it also expands the market and then they can finally…
Escúchalo en el minuto 20:27
Ajuste del mix presupuestario de un 95% a un 70/30 entre conversión y marca
Canales de adquisiciónGrandes cuentas publicitarias que antes destinaban el 95% de su inversión a campañas exclusivas de conversión han migrado exitosamente hacia una distribución aproximada del 70% en conversión y un 30% en campañas de marca y consideración para desbloquear el escalado sostenido.
meta and we looked at two of our largest customers and they were 95 conversion campaigns it now now they're you know about 70 percent 30 percent brand and consideration so we've shifted that and and really started to scale these
Escúchalo en el minuto 1:09:14
Medición y experimentosEn sectores que involucran costes de fabricación y distribución (COGS), se requiere habitualmente un ROAS mínimo de 3x para cubrir el gasto operativo y publicitario y alcanzar el punto de equilibrio (break-even); operar con ratios inferiores (como 2:1) hace insostenible competir en plataformas de pago.
um 3x row as and I hate row as as you know but you know 3x Roi let's say um the the uh necessary expenditure from Acosta good and marketing perspective in order to earn a client and still break even so 3x ends up being just kind of the ubiquitous truth and dude it's almost across all Industries some some margin but anything that has manufacturing and distribution involved um you're usually looking at a 3X row as before you break even yeah yeah it's yep and uh you know I mean if your business is a two to one you're never going to make it and that's why drop
Escúchalo en el minuto 35:21
El retorno de las campañas de awareness depende del nivel previo de reconocimiento de marca
Marca y posicionamientoInvertir en campañas de reconocimiento y consideración genera un impacto drásticamente superior en marcas que aún no tienen notoriedad (como Juvederm) frente a marcas consolidadas (como Botox), donde virar presupuesto de conversión pura hacia branding aporta rendimientos decrecientes.
the product so yeah so what they found is that when Botox started switching from Pure conversion campaigns to a little bit more activation a little bit more on the brand awareness side and then the consideration side they realized that it didn't work quite as well because they already had brand awareness but for the Juvederm brand it worked like magic because Juvederm didn't have the brand awareness you needed brand awareness and you needed some consideration to slowly entice or at least introduce people to the brand and that's where the Sweet
Escúchalo en el minuto 45:30
Medición y experimentosEn sectores que involucran costes de fabricación y distribución (COGS), se requiere habitualmente un ROAS mínimo de 3x para cubrir el gasto operativo y publicitario y alcanzar el punto de equilibrio (break-even); operar con ratios inferiores (como 2:1) hace insostenible competir en plataformas de pago.
um 3x row as and I hate row as as you know but you know 3x Roi let's say um the the uh necessary expenditure from Acosta good and marketing perspective in order to earn a client and still break even so 3x ends up being just kind of the ubiquitous truth and dude it's almost across all Industries some some margin but anything that has manufacturing and distribution involved um you're usually looking at a 3X row as before you break even yeah yeah it's yep and uh you know I mean if your business is a two to one you're never going to make it and that's why drop
Escúchalo en el minuto 35:21
Medición y experimentosEl plazo estándar de 6 meses para ver resultados tangibles de construcción de marca aplica principalmente a grandes marcas con grandes presupuestos. Si se invierte menos de 100.000 dólares al mes, el retorno medible puede tardar un año o más, por lo que no se debe descartar la estrategia prematuramente a los seis meses si no se dispone de suficiente capital para acelerar la exposición.
the six months because I feel like that might be for much larger brands with much bigger spends I think for smaller companies we probably need to hold the line a little bit longer I feel like you know investing in in brand building I don't feel like I got a tangible measurable con return for the first year and you're spending less than 100 Grand a month which by the way is even that's not a lot but I don't think anybody should look at a six-month timeline and think like up six months in a day it didn't work um I think that you know it's it's time or money if you can spend the money then you…
Escúchalo en el minuto 43:43
Mensaje y copywritingExplicitar en la comunicación de venta qué perfiles, actitudes y quejas no son bienvenidos actúa como un filtro eficaz: repele a los clientes inadecuados y refuerza el sentido de pertenencia y atractivo para el cliente ideal de alto valor.
um it's 25 Grand a year to join you have to be a seven figure business uh we're folks in there if if things like typos offend you or you know you complain about the temperature of the egg served at the morning for breakfast like don't apply leave us alone but if you're if because we're unapologetically about just growth money power all the things that you're supposed to be apologetic about nowadays so you know hopefully that repels and attracts the right
Escúchalo en el minuto 3:26
Disparidad de CPM entre campañas de conversión ($79) y video view ($2-$5) en Meta Ads
Medición y experimentosLas campañas optimizadas puramente para conversiones en web pueden alcanzar CPMs de hasta $79 (frente a unos $30 registrados meses antes), mientras que las campañas de video views puramente educativas y sin llamada a la acción logran CPMs de entre $2 y $5 en la misma cuenta publicitaria.
going website conversion 79 cpms that's insanely high like that was eight cents was thirty dollars probably when I looked at this data six months ago it's almost doubled in the last six months historical uh look at the cpms for these video view sort of consideration awareness campaigns like these are straight line no call to action just video view campaigns of us teaching at the difference in cpms we're looking at like two to five dollars
Escúchalo en el minuto 59:05
Canales de adquisiciónLimitar la inversión publicitaria solo a campañas de conversión directa o términos de búsqueda de alta intención agota rápidamente el segmento de usuarios listos para comprar, creando un techo de crecimiento que encarece los costos de adquisición.
started to figure this out there like they reached this point where conversion ads we already hit all the people that were ready to convert or in that moment but as the next graphic shows you won't really be able to scale you'll reach a certain point where you have a ceiling ads you will reach to ceiling in that market and you reach a ceiling inside Facebook and meta just using conversion
Escúchalo en el minuto 30:37
Estrategia y decisiones de negocioEn entornos de marketing y ecosistemas publicitarios en constante cambio, la toma de decisiones tácticas debe recaer en los estrategas y operadores que gestionan directamente las cuentas y ven los datos en tiempo real, evitando que la microgestión o directivas distantes bloqueen la innovación y las mejores prácticas naturales.
bureaucracy and uh micromanagement that veers them off of course so because strategist-led which is the right way an you end up with natural best practices marketing if you're not strategist-led in an ecosystem like this you're going to get into a lot of trouble because the people doing the work should be the ones making those very specific decisions you're in if you're actually your feet on the ground you should be the one making the calls not whoever's in the you know air-conditioned bunker looking at satellite photos because they just don't see it and and very often that's
Escúchalo en el minuto 27:35
Ventaja competitiva mediante mejoras incrementales compuestas con IA
Estrategia y decisiones de negocioLa adopción de inteligencia artificial en el negocio no requiere una transformación disruptiva total de golpe; la ventaja competitiva surge del efecto compuesto de aplicar pequeñas mejoras del 1% con herramientas específicas en distintos procesos.
of those examples of how like AI doesn't usurp or change the world but it it's it's just a you know one percent Improvement here and then another tool give you another one percent Improvement that those compound effects are going to put you massively ahead of your competition yeah now that's huge that's
Escúchalo en el minuto 13:26
Nacimiento de alianzas de contenido mediante networking en masterminds
Estrategia de contenidosAprovechar espacios presenciales en masterminds para detectar intenciones o necesidades de referentes de la industria permite proponer y coproducir activos de contenido conjuntos (como un podcast especializado), funcionando como el principal catalizador de visibilidad y posicionamiento para un negocio de servicios.
evolution of this podcast actually happened from a mastermind did you know uh when I I cut a check for 10 grand to join uh when I had 11 Grand in my hey you know anybody here let's say 100 business owners like anybody here run a podcast on like one guy raised his hand and Ryan goes I'd like to do a podcast I said hey Ryan says he wants to start a podcast maybe we should start a podcast do a podcast do you want to do a podcast like yeah it's like it was like oh no no we'd do it for you funny but anyway so we started the show literally like a month after that so it story I mean that was the…
Escúchalo en el minuto 6:23
Costo de referencia para reproducciones de video de 15 segundos en Meta
Medición y experimentosEn campañas de visualización de video en Meta (Facebook/Instagram), 1.000 reproducciones completas de 15 segundos pueden alcanzarse a un costo aproximado de $2,54.
seconds now it's 15 seconds I mean that's valuable 15 seconds of a video Tock World you've gotten a thousand 15 second views for 2.54 cents yeah pay 2.54 cents to show a thousand viable prospects for video
Escúchalo en el minuto 1:01:16
Estrategia y decisiones de negocioEl costo anual para formar parte de un mastermind de negocios consolidado y de alto nivel ronda típicamente los 25.000 dólares, mientras que las opciones dirigidas a emprendedores emergentes suelen ubicarse cerca de los 10.000 dólares anuales.
typically not cheap I know Joe's mean something go higher but you know you have to spend about 25 Grand a year to be in a good Mastermind although Mastermind for up and coming entrepreneurs it's like 10 grand a year
Escúchalo en el minuto 5:18
Estrategia y decisiones de negocioEl costo anual para formar parte de un mastermind de negocios consolidado y de alto nivel ronda típicamente los 25.000 dólares, mientras que las opciones dirigidas a emprendedores emergentes suelen ubicarse cerca de los 10.000 dólares anuales.
typically not cheap I know Joe's mean something go higher but you know you have to spend about 25 Grand a year to be in a good Mastermind although Mastermind for up and coming entrepreneurs it's like 10 grand a year
Escúchalo en el minuto 5:18
Creación de mercado mediante el diseño de categorías
Marca y posicionamientoEl crecimiento exponencial no proviene únicamente de capturar demanda existente, sino de crear un mercado o categoría propia definiendo un nuevo problema y posicionando la oferta como la solución indiscutible.
don't acknowledge often enough you can create a market like big businesses do this all the time Apple did this Apple created a market that didn't exist now everybody has to you can create a market and we just need to acknowledge business and a market that didn't exist until they created it they created the problem and then they solved it yeah uh you know it's a category King yeah you play bigger that's it it's exactly all about this how do you do it you create your Market you create you know
Escúchalo en el minuto 21:24
Creación de nuevas categorías y elevación de la disposición a pagar
Investigación de mercado y clienteEs posible crear un mercado desde cero y transformar drásticamente la disposición a pagar del consumidor mediante una oferta innovadora, incluso en categorías donde previamente el gasto promedio era marginal.
Apple did this Apple created a market that didn't exist Apple sold more in airpods than Twitter's gross revenue Netflix's gross Relic and before that there was no market for airpods like people spent ten dollars on headphones 30 if you were insane 200 if you were Dr Dre fan you can create a market
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