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How CMOs & Marketers Can Profit From Trump’s Disastrous Tariffs | Perpetual Traffic EP 686
16 ideas de marketing sacadas de «How CMOs & Marketers Can Profit From Trump’s Disastrous Tariffs | Perpetual Traffic EP 686», de Perpetual Traffic. Sobre…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 28 min
- Publicada en 2025
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Priorizar canales propios (email, SMS, chatbots) para elevar el LTV a coste marginal casi nulo
Retención y relación con el clienteEn momentos de presión de márgenes o encarecimiento de adquisición, la mayor palanca de eficiencia es volver a vender a los clientes ya adquiridos mediante automatizaciones de email, SMS y chatbots, aumentando el ticket promedio y el valor de vida del cliente sin incurrir en costes de medios pagados.
Where am I getting the biggest bang for my buck? And then figure out efficiencies that are in and around there. And I would say in the media buying space, it's usually having anything to do with selling again to your same customers. And that should be something that is almost a zero cost. I mean, whenever we do an analysis. I know you do the same sort of analysis on like SMS and email and obviously on chatbots. It's a great way of increasing average order value, but also lifetime value, getting more out of the clients and customers that you've already paid for. See, that is a, it's a major…
Escúchalo en el minuto 23:08
Atribuir el rendimiento publicitario con datos reales de CRM para evitar el desperdicio
Medición y experimentosEvaluar la rentabilidad de las campañas guiándose únicamente por las métricas que reportan las plataformas publicitarias suele ocultar un gran volumen de presupuesto desperdiciado; la optimización debe cruzarse con los datos reales de ingresos registrados en el CRM.
data suite here, but even if you get close to that, and if you look at your CRM, we used to do it all manual, like really see like which channels are the ones that are the ones that are pulling for you. Sometimes it is indirect and it's harder to do it. But like your, if your agency or your internal team isn't using real data from your CRM, where you actually capture the money, that is a big wasted opportunity. Because if you're using the platforms themselves to show exactly what you're doing or how great you're doing, chances are, you probably have a tremendous amount of waste there. And…
Escúchalo en el minuto 24:24
Auditar la eficiencia publicitaria previa antes de recortar presupuestos en crisis
Medición y experimentosAntes de tomar la decisión de recortar el presupuesto general de marketing ante una caída de mercado, se debe auditar la eficiencia histórica de las campañas para eliminar desperdicios y reasignar ese capital no optimizado en lugar de frenar el crecimiento.
for that. I think there's a huge opportunity right now. And there are brands that are finding like poor efficiency. Like before you cut back on your marketing, look and evaluate, were you previously efficient with your marketing? Because you might already have money that you can do that you can put into as you've seen with, I mean, 1.2 million. Oh my God, that's an M.
Escúchalo en el minuto 12:06
Canales de adquisiciónCuando la mayoría de las empresas reducen su presupuesto de marketing ante presiones económicas o subidas de costes, las marcas que mantienen su inversión publicitaria pueden capturar cuota de mercado y experimentar un crecimiento acelerado por menor competencia en subastas.
really are like going to pull back on marketing, just be mindful that you're probably along the same mindset as the majority of businesses. So if they're all pulling out those that stay in may have another pandemic style opportunity of explosive growth.
Escúchalo en el minuto 22:35
Medición y experimentosEn una auditoría a un cliente de comercio electrónico, se identificaron 1,2 millones de dólares al año en inversión publicitaria desperdiciada debido al sobregasto en campañas de búsqueda de marca propia y Amazon, destinadas a inflar el ROAS aparente en lugar de adquirir clientes nuevos.
And in fact, in one particular client, it was particularly hard hit by these tariffs. We looked back and we did all of their meta advertising and we did a deep dive analysis for about two weeks. You know, I had some of the smartest people in tier 11 on this and determined that they were far overspending on brand and on Amazon. And that's usually the places where a lot of agencies overspend to make themselves look good because it's easy to, it's easy to overspend on brand because you're like, Hey, look at my brand campaigns. Hey, they're producing X amount of ROAS. Hey, look at my Amazon. You…
Escúchalo en el minuto 5:50
Medición y experimentosEn una auditoría a un cliente de comercio electrónico, se identificaron 1,2 millones de dólares al año en inversión publicitaria desperdiciada debido al sobregasto en campañas de búsqueda de marca propia y Amazon, destinadas a inflar el ROAS aparente en lugar de adquirir clientes nuevos.
And in fact, in one particular client, it was particularly hard hit by these tariffs. We looked back and we did all of their meta advertising and we did a deep dive analysis for about two weeks. You know, I had some of the smartest people in tier 11 on this and determined that they were far overspending on brand and on Amazon. And that's usually the places where a lot of agencies overspend to make themselves look good because it's easy to, it's easy to overspend on brand because you're like, Hey, look at my brand campaigns. Hey, they're producing X amount of ROAS. Hey, look at my Amazon. You…
Escúchalo en el minuto 5:50
Adopción de tarifa plana frente al modelo de porcentaje de inversión publicitaria
Oferta y precioEstructurar los servicios de agencia bajo un esquema de tarifa plana (flat fee) en lugar de un porcentaje del gasto publicitario protege la rentabilidad del proveedor ante fluctuaciones o recortes forzados en los presupuestos de medios de los clientes.
and this is the reason why we shifted our model from an ad spend based model, which is we make more when we spend more to a flat fee based model, because first off it's a cost. Yes. It's technically, I guess it's a cost of goods sold, but not really. Cause it doesn't vary
Escúchalo en el minuto 4:41
Integrar los honorarios de agencia en el cálculo del costo de adquisición de nuevos clientes (NCAC)
Medición y experimentosLos honorarios de agencias de marketing deben imputarse directamente dentro del costo de adquisición de nuevos clientes (NCAC) y los costos asociados a la venta, en lugar de tratarse únicamente como un gasto operativo desconectado de la rentabilidad publicitaria.
to the sale of your product or the delivery of your product. Agency fees is really sort of like a, an operating expenses, the way that we look at it, but it's gotta be something that's factored in because it's an increase potentially if they don't have an agency bringing it over to an agency, something they have to factor into their cost of goods sold or their NCAC really more specifically
Escúchalo en el minuto 5:03
Mantener la inversión en adquisición durante periodos de incertidumbre o crisis de mercado
Canales de adquisiciónEn momentos de recesión o miedo generalizado en el mercado, recortar por completo el gasto en adquisición de clientes suele ser fatal. Cuando la competencia entra en pánico y reduce su presupuesto, los costos publicitarios bajan, lo que abre una ventana para captar clientes a menor precio y ganar cuota de mercado.
And now is the time to really dive deep and look for efficiencies as much as you possibly can. And don't stop spending because plenty of clients that we had to say, Oh, I'm freaked out by the pandemic. Like a lot of them are not in business anymore. Lauren, like they went completely out of business because they stopped doing the number one thing. Yeah. Their business, which is their competition came and took in swoop their spot. And also it's like, um, you, you stopped the front end at a time when it was the cheapest to get front end. And one, there were bring up a really good point. There is…
Escúchalo en el minuto 25:29
El ROAS de campañas de marca y algoritmos publicitarios suele ocultar falta de adquisición real
Canales de adquisiciónTanto las agencias incentivadas por porcentaje de inversión como los algoritmos de Meta y Google tienden a dirigir presupuesto hacia audiencias templadas y términos de marca para inflar el ROAS reportado, sacrificando la inversión en prospección de clientes nuevos en la parte superior del embudo.
that they were far overspending on brand and on Amazon. And that's usually the places where a lot of agencies overspend to make themselves look good because it's easy to, it's easy to overspend on brand because you're like, Hey, look at my brand campaigns. Hey, they're producing X amount of ROAS. save money on overspending and advertise it. And I think it's one of the biggest mistakes that a lot of agencies make right now to make themselves look good is pump up their own metrics. And in this case, passing it on to this business, because that's more that we could have spent on top of funnel in…
Escúchalo en el minuto 6:04
Canales de adquisiciónAntes de recortar agresivamente el presupuesto publicitario en épocas de incertidumbre o recesión, conviene buscar mayor eficiencia: cuando la competencia se retira por miedo, la menor demanda en plataformas publicitarias suele generar una reducción notable en los CPMs y estabilizar o reducir los costos de adquisición (CAC).
if you are looking at cutting back on marketing, look first at being efficient with your marketing first. And that I really do think that there is an opportunity moment. And I love that Warren Buffett quote you just said, because more people are being fearful. And I'm like, there's a huge, huge decrease of CPMs right now. And like, we're finally seeing like cost per acquisitions in different verticals start to taper back down because it's just been increasingly growing. Like I think last
Escúchalo en el minuto 15:43
Canales de adquisiciónAntes de recortar agresivamente el presupuesto publicitario en épocas de incertidumbre o recesión, conviene buscar mayor eficiencia: cuando la competencia se retira por miedo, la menor demanda en plataformas publicitarias suele generar una reducción notable en los CPMs y estabilizar o reducir los costos de adquisición (CAC).
if you are looking at cutting back on marketing, look first at being efficient with your marketing first. And that I really do think that there is an opportunity moment. And I love that Warren Buffett quote you just said, because more people are being fearful. And I'm like, there's a huge, huge decrease of CPMs right now. And like, we're finally seeing like cost per acquisitions in different verticals start to taper back down because it's just been increasingly growing. Like I think last
Escúchalo en el minuto 15:43
Canales de adquisiciónAntes de recortar agresivamente el presupuesto publicitario en épocas de incertidumbre o recesión, conviene buscar mayor eficiencia: cuando la competencia se retira por miedo, la menor demanda en plataformas publicitarias suele generar una reducción notable en los CPMs y estabilizar o reducir los costos de adquisición (CAC).
if you are looking at cutting back on marketing, look first at being efficient with your marketing first. And that I really do think that there is an opportunity moment. And I love that Warren Buffett quote you just said, because more people are being fearful. And I'm like, there's a huge, huge decrease of CPMs right now. And like, we're finally seeing like cost per acquisitions in different verticals start to taper back down because it's just been increasingly growing. Like I think last
Escúchalo en el minuto 15:43
Aprovechar periodos de crisis para sostener o incrementar la inversión en marketing
Canales de adquisiciónCuando la incertidumbre económica empuja a la mayoría de competidores a retirar o recortar su presupuesto publicitario, mantener o incrementar la inversión permite captar cuota de mercado a menor costo relativo frente a un entorno con menos competencia.
business and in industry to have another one so close to the previous pandemic where a lot of brands pulled out and then saw that because they pulled out those that stayed in and even doubled down, like, I think there are like more millionaires made during the pandemic than any other year I think this is a another opportunity of a feast or famine type of situation, because you don't want to destroy the brand. I understand that. But I think now is honestly a really good time to spend because more people are pulling out. I know it depends like to where your the only positives I can see…
Escúchalo en el minuto 10:14
El dilema de recortar inversión publicitaria ante el aumento del costo de bienes (COGS)
Oferta y precioFrente a incrementos en el costo de bienes o aranceles, muchas marcas de productos físicos recurren por defecto a recortar el gasto en marketing para no subir precios al consumidor, lo que genera problemas colaterales como acumulación de inventario estancado y caída en canales de venta.
various other locations. So their cost of goods is increasing. Their inventory and sales channels outside of the US is decreased. Well, the sales channels are decreasing and then the inventory is if you're selling a physical product, your costs are going to change. Another client of ours that has long. Some of our clients are evaluating ways where they can trim that increased cost without passing it to the consumer, which of course, is often thought of first at marketing. So that's an awkward conversation where people are decreasing their ad spend because their cost of goods is going up. And…
Escúchalo en el minuto 2:09
Impacto indirecto de los costos e inflación sobre el gasto discrecional del cliente
Investigación de mercado y clienteIncluso si una marca produce localmente y no sufre aranceles directos en sus insumos, el encarecimiento generalizado de bienes de consumo esenciales termina absorbiendo el ingreso disponible de su audiencia, afectando sobre todo a marcas estándar y prémium dependientes de compras discrecionales.
consumer. So then therefore, if you're by, if you're marketing as a beauty brand, let's say, and you're all U S sourced, let's just say that, for example, you might not be affected by tariffs, but indirectly because of inflation. Now the discretionary income that your target market has could have a profound impact depending on where you are in the market, whether or not you are, you know, a regular brand, a premium brand or a luxury brand, probably a luxury brand, not quite as much, not really price sensitive, but premium and sort of regular brands like the normal brands that we consume every…
Escúchalo en el minuto 17:13
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