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How Gen Z Destroyed The Marketing Funnel With Lauren Petrullo | Perpetual Traffic EP 589-590
26 ideas de marketing sacadas de «How Gen Z Destroyed The Marketing Funnel With Lauren Petrullo | Perpetual Traffic EP 589-590», de Perpetual Traffic…
- 26 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 55 min
- Publicada en 2024
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Estrategias de coexistencia y fijación de precios frente a Amazon en D2C
Canales de adquisiciónCuando los usuarios descubren productos en redes sociales (Meta, TikTok, YouTube) pero prefieren comprarlos en Amazon por conveniencia (Prime), las marcas de comercio electrónico deben elegir entre dos caminos: fijar un sobreprecio en Amazon para incentivar la compra en su tienda directa con una oferta superior, o asumir la comisión del 15% al 18% del marketplace si la economía unitaria y los márgenes de ganancia…
need a strategy around it I know clients of ours will premium price on Amazon so that they'll go back to their product and make sure that they have a better offer than Amazon or they just give into it and I hey I'm going to give up to 15 18% whatever it happens to be you know everyone's got Prime I'll still make my money because I've got my profit margins and I understand my economics behind it I just know that they're going to discover me over on meta maybe on Google they're going to see me on Tik Tok and Google or uh on YouTube and then they're ultimately going to buy on Amazon and that's…
Escúchalo en el minuto 41:13
ConversiónIncluir múltiples llamadas a la acción diferentes al cierre de un contenido dispersa la atención de la audiencia y reduce la probabilidad de que completen la acción principal deseada.
like 15 calls to action here at the end of the podcast which you never really want to do but anyway on behalf of my
Escúchalo en el minuto 54:41
ConversiónIncluir múltiples llamadas a la acción diferentes al cierre de un contenido dispersa la atención de la audiencia y reduce la probabilidad de que completen la acción principal deseada.
like 15 calls to action here at the end of the podcast which you never really want to do but anyway on behalf of my
Escúchalo en el minuto 54:41
Aprovechar el uso del móvil en tienda mediante puntos de contacto interactivos y Wi-Fi de autoservicio
ConversiónPara evitar que el cliente busque validación en plataformas externas o competidores dentro de la tienda, los comercios físicos deben habilitar Wi-Fi a cambio de datos o seguimiento social, y colocar activaciones interactivas (como códigos QR o realidad aumentada) que ofrezcan información y entretenimiento visual del producto directamente en el expositor.
embrace this and the opportunity is you already know they're going to be on their device one obviously make Wi-Fi available because you get to own all that data of who's physically in the store and give them like the free access as long as they like your Instagram page or something to that like gamify it a check-ins but two provide immersive experiences next to your product that you can do to have people on their device to become further in love with your brand by using like augmented reality Lego store has done this really well where if you take the product and you put it in front of their…
Escúchalo en el minuto 28:40
Priorizar canales de video visual para descubrimiento TOFU en menores de 43 años
Canales de adquisiciónPara generar descubrimiento y notoriedad inicial en la parte alta del embudo (TOFU) en audiencias menores de 43 años (Gen Z y Millennials), las marcas deben concentrarse en plataformas de video visual como YouTube y TikTok, ya que han superado a los motores de búsqueda tradicionales como punto de partida de descubrimiento.
reputation yeah I think one of the one of the key pieces to this is like discovery of new products Brands Services experiences both both gen Z and millennial number one is YouTube yeah which which totally makes sense but where they diverge is the second most important area the second most popular area which is for Millennials it's a Google search like and I this is you it's going more you know visual medium nonsearch based Discovery for Brands and I think that's a really you are marketing a brand like this is absolutely vital for you to get this like if you want to dis if you want top of…
Escúchalo en el minuto 15:46
Prueba social orgánica obligatoria para vender a Millennials y Gen Z
Investigación de mercado y clienteLos consumidores Millennials y de la Generación Z investigan exhaustivamente antes de comprar y son altamente escépticos ante mensajes puramente comerciales; requieren reseñas auténticas y testimonios no remunerados para validar el producto antes de tomar una decisión de compra.
different pieces both Jen Z years and Millennials want to know everything about a product before they're going to buy so if you are in the stage of just thinking hey this is great worldclass product buy it but you don't have reviews you don't have people that were obviously not paid by you to say that you're going to have a really hard time getting in front of the purchasing power behind Millennials but even more so behind Jen years because they're even savier as they've grown up digital first and so they're they're busy they know that they have to learn a lot about a product before so…
Escúchalo en el minuto 15:04
Bloquear información tras formularios o carecer de prueba social destruye la confianza en audiencias jóvenes
ConversiónForzar registros de correo para ver información básica (gatekeeping) o no contar con reseñas, presencia social y validación de terceros genera desconfianza inmediata en compradores jóvenes, haciendo que la marca parezca sospechosa.
they're just going to be slower to buy because they require that inspiration from someone else first and that they can learn everything they need to know about it but they have to filter gatekeep and put stuff in funnels by like blocking at requiring an email or um lacking any review social proof or social media presence whatsoever you look scammy and you look
Escúchalo en el minuto 33:20
Insuficiencia del seguimiento por clic en canales visuales de marca
Medición y experimentosEn plataformas de vídeo como YouTube o TikTok, gran parte del consumo ocurre sin clics directos, por lo que la atribución tradicional falla y se requiere medir el impacto mediante métricas secundarias y experimentación multicanal.
completely visual medium and this is where it's all going but you can't track it because it's typically no click right and that's the hard part it's just consumption and that's where you need sort of secondary metrics that's where you need like you know uh you know the ability to be able to measure different channels and be able to tweak and test
Escúchalo en el minuto 21:01
Evaluar campañas de branding por medios ganados y conexión emocional antes que por ROAS inmediato
Marca y posicionamientoLas activaciones de posicionamiento y construcción de marca a largo plazo no deben evaluarse con métricas de respuesta directa como el clic o el ROAS inmediato; su éxito se mide por la repercusión en medios ganados (earned media) y la huella emocional duradera que dejan en el consumidor.
how they go after consumers and remember that their kpis are not the click and that kind of stuff one of the campaigns Island Mall what success measured on a you know multiple sixf figure campaign wasn't ticket sales or anything like that it was earned ear media so how much earned media did this event generate as awareness for the they do really really well when they're able to look outside of the immediate click the immediate Roi the immediate rowes and then you start to go into the The Branding the feeling that's left
Escúchalo en el minuto 48:32
Captura de fugas de consumo mediante expansión de oferta en el propio ecosistema: el caso Disney Springs
Oferta y precioAl detectar que sus huéspedes salían del resort para gastar grandes sumas en centros comerciales externos, Disney expandió su distrito de compras, gastronomía y entretenimiento (Disney Springs) para capturar dentro de su propiedad el flujo de dinero que antes se fugaba.
person in Orlando so Disney Springs project was how might we bring some of those purchasers to do it on property versus having to leave because every time someone who's staying at Disney World left got into a car got into an Uber whatever when they left property that money had no flow through Disney so they opened up a whole expansion of a dining and entertainment shopping district
Escúchalo en el minuto 5:32
El recorrido del comprador moderno requiere decenas de puntos de contacto incluso para compras de bajo ticket
Medición y experimentosEl camino hacia la conversión ya no es lineal (ver un anuncio en redes y buscar en Google para comprar); en un análisis de atribución para una marca de belleza, una clienta requirió 77 puntos de contacto distintos antes de realizar una compra de apenas 37 dólares.
just you know if you're still thinking that way and you're still thinking you know John Moran is is on staff here at tier 11 just did this presentation for us he showed like the the consumer path for it's um it's a beauty brand and each individual consumer and how many points and like there are for like a $37 purchase yeah there this one woman she had 77 touch points on 77 different ways
Escúchalo en el minuto 39:37
Estrategia de contenidosAproximadamente el 40% de los consumidores de la Generación Z se desalienta de comprar si un anuncio interrumpe abruptamente su consumo de contenido, lo que exige adoptar formatos publicitarios nativos e integrados en lugar de interrupciones forzadas.
did you notice like the discouraging component from a purchase about 40% of Jen ear were like if you interrupt my content you butthead so it's like that native component where if you're interrupting me like go away it's like yeah yeah suffer the consequences don't make the sale as a result of that don't
Escúchalo en el minuto 42:50
Investigación de mercado y clienteAproximadamente el 70% de la Generación Z y el 69% de los Millennials solo confían en una marca tras investigarla por su cuenta, reemplazando la búsqueda tradicional de preguntas directas (como en Google o asistentes de voz) por el descubrimiento pasivo y búsqueda visual en plataformas como TikTok, Instagram y YouTube.
here like 79 70% of genzies and 69% of Millennials only trust a brand after carrying out their own research I think before and that research is obviously is done on these Discovery platforms obviously Tik Tok YouTube it's the new search decentralization of where they go and Trust the information they're where they get the information they're not typing questions into these algorithms they're not asking for answers instead it's they're giving these VI haors of what they want to be inspired by like show me more like consuming contents the way that we would watch trailers before a movie it's…
Escúchalo en el minuto 36:44
Investigación de mercado y clienteEl 57% de la Generación Z y el 46% de los Millennials asumen por defecto que las marcas mienten en su marketing, lo que provoca que dependan casi exclusivamente de reseñas antes de comprar y requieran una etapa previa de inspiración.
there's percentages of breakdown in this article from Vogue that talks about like 57% versus 46% of gen zers versus Millennials and assuming a brand is lying so the idea is that Millennials have been the most Avid consumer of consumption before they buy we know a lot Amazon buyers they immediately go to the reviews very few people will purchase something from Amazon without reading reviews why because they just assume that it's marketing lies and persuasion tactics that they don't have time for and I think for Millennials but especially for jenz you're going to have like a new pre-stage which…
Escúchalo en el minuto 0:00
Estrategia de contenidosPara retener la atención de audiencias móviles jóvenes, los textos densos deben reemplazarse por narrativas visuales guiadas que utilicen pequeños puntos de fricción e interactividad que recompensen al usuario a medida que avanza.
sales letter it's not a thesis it's a visual representation of data that maybe visually apparent and it's telling you itself is a representation of how to grab attention to this this gener both of these Generations especially the Gen want to just have stale information for course it's just know that most geners are looking at it on their phone to section so it's creating friction points for further consumption in a stylized way that it's just rewarding you as like
Escúchalo en el minuto 21:45
Investigación de mercado y clienteEl hábito de consultar el teléfono dentro de una tienda física no representa distracción o desinterés, sino una fase avanzada de validación (equivalente a iniciar el checkout): los consumidores, especialmente de la Generación Z, comparan precios, reputación y prueba social de forma autónoma antes de ejecutar la compra.
negative thing that they're on their phone while in your store whereas really it should be a positive component because they're so interested that they're almost ready to make the purchase and they know that they need to know enough before they use their purchasing power to validate whatever they were looking at so I think what's Amazon but you have gen zers that grew up knowing that was the standard so because that was a stand they're actually looking and comparing before they make the buy so I think that be much stronger for Gen zers and I think you're just going to find the answer yourself…
Escúchalo en el minuto 25:07
Investigación de mercado y clienteLos consumidores de la Generación Z realizan comprobaciones de hechos y comparaciones de precios en sus teléfonos mientras están dentro de la tienda física antes de decidir su compra, exigiendo justificación y transparencia de valor en el acto.
much they hate that gen zers are shopping while in store so they are fact checking they are price checking they are holding you accountable to what whereas the genzer is like let me confirm that you're worth my money let
Escúchalo en el minuto 24:39
Nivel de desconfianza generacional hacia el mensaje de las marcas
Investigación de mercado y clienteEl 57% de los consumidores de la Generación Z y el 46% de los Millennials asumen por defecto que las marcas mienten en sus comunicaciones y tácticas de persuasión.
there's percentages that are breakdown in this article from Vogue that talks about like 57% versus 46% of uh gen zers versus Millennials in assuming a brand is lying so the idea is that millennial
Escúchalo en el minuto 13:43
La Generación Z y los millennials priorizan la relevancia del algoritmo sobre la privacidad
Investigación de mercado y clienteA diferencia de generaciones anteriores, la Generación Z y los millennials valoran que los algoritmos recopilen sus datos para actuar como curadores de compras, esperando recomendaciones comerciales hiperrelevantes y alineadas con sus valores éticos y de estilo de vida.
but I found this fascinating that gen Z and Millennials like on their opinions on the algorithm knowing them like instead of it seem intrusive and uh you know an invasion of my privacy it's like thank God this is coming out this way because it actually makes your experience on the platforms that much it's relevance is the key word and again like they have they want to know the products with purpose they want to know seeing the value of no I I want stuff that's relevant for me because it continues to provide stuff that makes my specifically curated products that match your lifestyle and brand…
Escúchalo en el minuto 31:25
Investigación de mercado y clientePara conectar con las generaciones Z y Alpha, el embudo tradicional de compra debe incorporar una fase preliminar de «inspiración» independiente de la marca antes de la fase de descubrimiento, impulsada por terceros e influencias externas.
if you look at the whole funnel piece of things like a lot of stuff starts with Discovery and I think for Millennials but especially for jenzi and without a doubt Alpha's generation you're going to have like a new pre-stage which will be inspiration so before they're even discovering Solutions or learning about you there's an inspiration piece that's dependent on not the brand so it's like an inspiration and introduction and then they'll start on this but I think there's adding an additional step to the awareness Journey which is dependent upon inspir ation and that import of information to…
Escúchalo en el minuto 14:20
Comercio inmersivo en video: integrar productos directamente en el contenido de consumo
Canales de adquisiciónPara captar a nuevas generaciones habituadas al consumo multipantalla, las marcas deben integrarse de forma nativa e inmersiva dentro del contenido audiovisual que el usuario consume (shoppable video y product placement interactivo), eliminando la fricción de búsqueda y evitando que la audiencia tenga que salir de la plataforma para adquirir el producto.
product placements will be a way for you to win and then just watch what Amazon is doing because Amazon owns the customer they have entertainment they have the shopping experience and if have to go to your phone and leave phone while watching TV people are Multi-Device consuming at the same time your phone or it'll give directly into it links to the products that they're it's going to be immersive experiences are going to win for the Gen Alpha a th% because all they're doing is consuming so you have to immerse your brand into what they're consuming um otherwise you
Escúchalo en el minuto 45:13
Diferenciación de estrategia de marketing según la composición del público: Disneyland frente a Disney World
Investigación de mercado y clienteCuando la base es predominantemente local (Disneyland opera con ~80% de titulares de pase anual), el marketing se centra en la recurrencia inmediata; cuando el negocio combina un 50% de visitantes primerizos con un 50% de recurrentes (Disney World), se requiere una adquisición generacional dividida en departamentos especializados por segmentos hiperespecíficos de público.
it's the generational acquisition Disney World versus Disneyland they had two different marketing strategies because Disneyland it's like 80% annual passholders so it's totally Drive-In Market people that are attending Disney land in California where there are only two parks versus Disney World which is you know the same size as the city of San Francisco has four Parks like 20 plus hotels a whole wide range of it 50% of the visitors like actually have never been to Disney World before whereas the other 50% are returning so how do you accommodate reach that 50% market so that they come back…
Escúchalo en el minuto 2:58
Emplazamiento de producto e integración nativa para alcanzar a la Generación Alfa
Canales de adquisiciónDado que las nuevas generaciones (Generación Alfa) están acostumbradas a no ver anuncios convencionales en plataformas como YouTube, la adquisición requerirá volver al modelo de emplazamiento de producto (product placement) y asociarse directamente con programas o creadores que ya tienen su atención.
what's your I think it's going to it's going to be drastically different in a they're used to not watching ads on YouTube so it might be going back to the 1950s Style in product placement and partnering with the shows that have already captured their attention and leveraging that so you can be inserted into a natural conversation so that you can build out fomo in that capacity I
Escúchalo en el minuto 43:56
Emplazamiento de producto aspiracional como símbolo de estatus
Canales de adquisiciónEl emplazamiento de producto en producciones audiovisuales asociadas a un estilo de vida específico permite posicionar artículos de alto valor como símbolos de estatus ante su cliente ideal.
was placement the the costume team did watch either but they partnered with that brand and said hey do you want to get in front of your ideal customers and we'll be able to show it to anyone that wants to have and live that same lifestyle it's a status symbol that's that's where some of this is going here
Escúchalo en el minuto 52:09
Ticket promedio en compras de retail por turismo internacional en outlets de Orlando
Investigación de mercado y clienteLos turistas internacionales en outlets y grandes superficies de Orlando registran transacciones habituales de entre 1.000 y 2.000 dólares por tienda y por cliente, impulsados por ventajas impositivas y arbitraje de precios frente a sus países de origen.
tourists at the outlets so people fly into Orlando not just from Brazil but from all over the world and you'd go to a Target on I drive or if you go to one of the outlets you'll see regular transactions of $1,000 to $2,000 per store per customer in fact like coach outlets in Brazil with taxes and imports and all that stuff there are like full companies that help people optimize their shopping in the US taking advantage of sales tax and non-import taxes before they come home so it's
Escúchalo en el minuto 5:07
Marca y posicionamientoCrear una experiencia inmersiva y establecer una conexión emocional duradera permite a las marcas influir directamente en la conversación con el cliente e impulsar la recompra, evitando depender de marketplaces transaccionales para ser descubiertas.
it does but there's this Disney bubble that as soon as they leave EX amount of miles away from Disney it's like that was the best vacation ever and they want to rebook again so there's there's but when you can immerse your consumer and get them attached to an emotional connection have a conversation started where you're influencing the conversation and you're not relying on them to go on to Amazon to find all that for you when you can jump into that conversation you can't
Escúchalo en el minuto 50:21
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