Marketero · Entrevistas
The Death of Digital Marketing Agencies | Perpetual Traffic EP 547
19 ideas de marketing sacadas de «The Death of Digital Marketing Agencies | Perpetual Traffic EP 547», de Perpetual Traffic. Sobre todo de oferta y…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 47 min
- Publicada en 2023
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Cumplir los KPIs tácticos no garantiza retener clientes si falta alineación estratégica
Retención y relación con el clienteLos clientes de servicios pueden cancelar contratos incluso cuando la agencia cumple todos los KPIs cuantitativos acordados si perciben que el proveedor no comprende la visión global de su negocio ni sus objetivos reales a largo plazo.
are because I interviewed some some customers who left us and we were hitting their kpis we were doing great like we were doing all the things we were supposed to be doing and you know the number one reason why they left they said you guys don't understand me you don't get me you have never asked me about what I really want from my business and this is when we shifted
Escúchalo en el minuto 32:48
Marca y posicionamientoUn proveedor de servicios o agencia debe asumir la responsabilidad experta del diagnóstico y prescribir la solución adecuada. Mostrar un menú indeterminado de opciones o pedirle al cliente que tome decisiones técnicas destruye la autoridad y la confianza en la relación profesional.
know you don't nobody here's you go into a doctor and if your doctor pulls out a menu you know like here are the 10 surgeries that I can do on you this the wrong doctor think about that for a and he's like do you think I should I'm a freaking I'm a contractor for Christ sake like you're the doctor and I told but I'm not the doctor but don't hand me the controls don't hand me the controls
Escúchalo en el minuto 40:59
Canales de adquisiciónLos usuarios impactados por anuncios en redes no siempre completan la compra en la web propia; frecuentemente buscan el producto en Amazon por conveniencia (envío Prime) o precios menores. Descuidar la gestión y consistencia de ofertas en Amazon canibaliza el tráfico de pago y la atribución.
second no they just click on the Facebook ad and they have free will I'm and on many occasions I've looked at their Amazon they have so many other offers on Amazon because they don't manage their Amazon offers which is such for fraction of a cost that you can buy on their actual site so why the hell would anybody especially everybody has Prime why would you even buy it on your actual site if you can get it on Amazon
Escúchalo en el minuto 10:09
Sustitución de la venta por canal y comisión sobre inversión publicitaria por un enfoque 'client-centric'
Oferta y precioLas agencias deben dejar de vender productos de canal aislados (como 'Facebook Ads' o 'Google Ads') y abandonar el cobro porcentual sobre el gasto publicitario, pasando a estructurar la oferta y la facturación en función de las necesidades globales y el valor del negocio del cliente.
I think a lot of agencies operated under a product first model hey you know you're coming to us for Facebook ads we'll sell you Facebook ads oh you say you want Google ads we'll sell you Google ads and that's the way most agencies operate flipping that around is the is what the future of the agency world is all about because it's not about a product anymore it's about being what we call client Centric it's about understanding what the need is and applying the solution in a way in which ad spend has nothing to do with it anymore we do not no longer do we charge comes in we sell them based upon…
Escúchalo en el minuto 28:51
Estructura de comisiones de Amazon y compresión de márgenes
Oferta y precioVender en Amazon implica una comisión mínima del 15%, que puede ascender al 20% o 30% dependiendo de la arquitectura de fulfillment y almacenamiento, dejando márgenes muy reducidos al vendedor.
mean dude Amazon's taking 15% at a minimum minimum at a minimum and sometimes it's it's more sometimes it's 20 or 30 depending on like the Fulfillment architecture and the way that you're set up and storage and all that other stuff sure there's there's no margin left
Escúchalo en el minuto 11:44
Oferta y precioLos modelos de agencia basados en plantillas y líneas de ensamblaje estandarizadas pierden efectividad debido a la fragmentación de datos y la especificidad de cada negocio; la viabilidad exige equipos ágiles y soluciones hiperpersonalizadas para cada cliente.
sells the templatized solution cannot work any longer in this environment where data has been removed and needs to be captured in an ultra specific way that's hyper dependent upon channels are different there is no template for any client even clients in the same industry there's no template selling templated Solutions you're selling something that the market has no place for and businesses are waking up to that so fast build something that allows for truly custom truly bes spoke implementation on behalf of every individual client and by going away from agencies because businesses no longer…
Escúchalo en el minuto 25:06
La automatización publicitaria desplaza a las agencias hiperespecializadas en un solo canal
Canales de adquisiciónA medida que las plataformas de anuncios automatizan la segmentación, creatividades y optimización (como ocurre con Google Performance Max), el valor de gestionar técnicamente una sola plataforma desaparece. Las empresas ya no buscan especialistas aislados en un único canal, sino perfiles y agencias multidisciplinares capaces de conectar toda la estrategia full-funnel.
performance Max that convinced me of it you you look at Google performance Max and you said here's my goal here's my creative and by the way you don't create the creative it's like here are the building blocks to my creative you don't even have to give it an audience you don't even tell it the Target and then you say go and and pmax did it and I realized it's only going to take I don't know what five years before you say here's my URL here's my credit card go and you don't need an agency to do those things clients they no longer want the specialist in one field MH now what they want is an…
Escúchalo en el minuto 22:06
El modelo de cobro por porcentaje de inversión publicitaria deteriora la relación cliente-agencia
Oferta y precioCobrar un porcentaje fijo del presupuesto publicitario (típicamente entre 15% y 18%) posiciona a la agencia como un simple proveedor transaccional y genera desconfianza en clientes y fondos de inversión; las agencias deben migrar hacia modelos de precios basados en recursos y valor real ajustados a las necesidades del cliente.
but we price everything accordingly now not based upon 15% of AD spend or 18% of price it not based upon an ad spend model that that model is dead like the 15% 18% base fee plus 10% all the doing to this day that model sucks because even though it helps the client a little bit it's unfair to the client and the client should actually be paying for really the resources that you provide yes you should make your profit margin but you shouldn't gouge I know at an 18% ads agencies are gouging clients for that and nobody private Equity groups private Equity groups are the ones that are now trying…
Escúchalo en el minuto 36:57
Transición de la agencia rígida a unidades tácticas especializadas
Oferta y precioEl modelo tradicional de agencia basado en procesos rígidos y alcances cerrados ha quedado obsoleto; el mercado actual exige operar como células tácticas ('Seal Teams') que desplieguen soluciones y recursos altamente específicos según el problema puntual del cliente.
if you're an agency and you're thinking I feel my days being numbered I feel things getting harder I feel people asking me for stuff that we don't provide or isn't a part of our lines of service I'm going to go counter to every agencies at this point and it used to be all about building processes procedur scale telling people what you do and you don't do and that is over what you really need as a business is you need an agency that's built like Seal Team 1 2 3 4 5 and six and can deploy the specific Seal Team based upon your specific needs and connect you with resources that are specific…
Escúchalo en el minuto 0:00
Oferta y precioEn lugar de imponer tácticas estandarizadas inmediatas, extender la fase de ventas y onboarding para evaluar las metas reales y recursos internos del cliente permite diseñar soluciones personalizadas con mayor satisfacción y valor percibido.
and we've elongated the sales process we with our customers so now what used to take just a couple of weeks to bring somebody on and then obviously on board them it might take three to four weeks if not longer in some cases because we need to understand before we even engage before we even you know start pressing any buttons like what their real goals that's what it costs like if Facebook ads is part of their service offering it's highly customized based upon what they have what they need creative is a huge part of that media buying what they have as an internal resource all of we since we…
Escúchalo en el minuto 31:16
Oferta y precioEn lugar de imponer tácticas estandarizadas inmediatas, extender la fase de ventas y onboarding para evaluar las metas reales y recursos internos del cliente permite diseñar soluciones personalizadas con mayor satisfacción y valor percibido.
and we've elongated the sales process we with our customers so now what used to take just a couple of weeks to bring somebody on and then obviously on board them it might take three to four weeks if not longer in some cases because we need to understand before we even engage before we even you know start pressing any buttons like what their real goals that's what it costs like if Facebook ads is part of their service offering it's highly customized based upon what they have what they need creative is a huge part of that media buying what they have as an internal resource all of we since we…
Escúchalo en el minuto 31:16
Marca y posicionamientoEl verdadero diferencial y valor estratégico de una agencia está en explorar y resolver problemas nuevos que aún no tienen una solución prediseñada, asumiendo la experimentación y el fallo; una vez que una solución se estandariza y se vuelve fácilmente escalable, el mercado la commoditiza a precios marginales.
what agencies need to be comfortable doing and saying is cool I'm going to help figure that out now we're going to fall in our face all the damn time because that's what happens when you're bridging a new Gap when you're Paving a need someone who's like yeah we're going to help you figure out this thing that's never been done before which is what makes it non-scalable but it also makes it so critically important because the minute it's been done before it's massively commoditized and because we live in the the age of scale and commoditization that becomes comes a you know a $90 software a $9…
Escúchalo en el minuto 35:12
Marca y posicionamientoEl verdadero diferencial y valor estratégico de una agencia está en explorar y resolver problemas nuevos que aún no tienen una solución prediseñada, asumiendo la experimentación y el fallo; una vez que una solución se estandariza y se vuelve fácilmente escalable, el mercado la commoditiza a precios marginales.
what agencies need to be comfortable doing and saying is cool I'm going to help figure that out now we're going to fall in our face all the damn time because that's what happens when you're bridging a new Gap when you're Paving a need someone who's like yeah we're going to help you figure out this thing that's never been done before which is what makes it non-scalable but it also makes it so critically important because the minute it's been done before it's massively commoditized and because we live in the the age of scale and commoditization that becomes comes a you know a $90 software a $9…
Escúchalo en el minuto 35:12
Compra directa de Amazon dentro de Meta para reducir fricción y pérdida de atribución
Canales de adquisiciónLa integración de compras directas de Amazon en plataformas de Meta (Facebook e Instagram) sin salir de la app permite una experiencia de compra sin fricción y promete resolver el problema histórico de atribución de anuncios en el que el usuario ve el producto en redes y termina comprando por su cuenta en el marketplace.
show notes for this uh where meta is now letting Amazon Shoppers buy products on Facebook and Instagram without leaving the app this is a big big deal and this a Potential Threat so why not partner with big companies like Facebook in order to have this enablement uh this is the the Amazon conversion would track perfectly you should be Facebook first party inapp Amazon first party wouldn't that be a perfect 100% attribution yes but I'm not a bit of a black hole like we all know people see something on Facebook they Google it on Google and then they go check the price on Amazon if if you
Escúchalo en el minuto 5:48
Retención y relación con el clienteLa solución de marketing adecuada varía según la etapa de madurez de la empresa: una agencia puede ser el catalizador ideal para escalar desde 100.000 dólares hasta más de ocho cifras, pero al alcanzar cierto tamaño suele ser más eficiente transicionar hacia un equipo interno (in-house) o un modelo híbrido.
right solution but I've evolved beyond that solution agencies are in the same boat I have clients whose businesses only exist because of us and at the time D we were it but things Chang and I mean the line one of our favorite customers of all time we had for three years we took them from a maybe $100,000 in online Revenue to oh way over eight figures and uh when they ultimately did is they built an in-house team and I talked to their an agency anymore maybe it is like these guys maybe you want need a building house or maybe you need you know something of a hybrid it's like maybe you need a…
Escúchalo en el minuto 42:47
Incentivar reseñas de podcast sorteando entradas a eventos clave del sector
Retención y relación con el clientePara acelerar la recolección de reseñas y prueba social en un podcast, una táctica efectiva es sortear una entrada de alto valor a una conferencia o evento relevante del sector entre los oyentes que dejen una valoración honesta.
and we're giving away a ticket now the value and we're going to give it to one lucky listener all you have to do to enter is write a review an honest review about Perpetual traffic and we're going to take everybody who submitted a review and we will choose one of the reviews at random and that person will get the
Escúchalo en el minuto 17:54
Mensaje y copywritingEl uso más potente de los modelos de lenguaje en marketing va más allá de la simple redacción de textos: utilizarlos como un interlocutor interactivo para hacer lluvia de ideas y rebotar conceptos abre mejores posibilidades creativas que limitarse a pedirles copy final.
we've seen with chat GPT and helping copywriting is the tip of the tip of the tip of the iceberg there's so much more full-blown conversations which I brainstorm with chat GPT like it's a buddy yeah you know it might be one of
Escúchalo en el minuto 15:52
Estudiar la aplicación de Temu como referencia de optimización de tasa de conversión (CRO) agresiva
ConversiónAnalizar la interfaz y mecánicas de compra de Temu ofrece un caso de estudio práctico de optimización de conversión (CRO) extrema orientada a compra por impulso con productos de bajo coste.
unbelievable business model that timu has and I've never seen a more convertible app in my life if you want to study C if you really want to know good cro Go download Teemo and I dare you to try not to buy something
Escúchalo en el minuto 8:04
Facturación a escala mediante el modelo de dotación de personal frente a agencia tradicional
Oferta y precioHawke Media alcanzó entre 100 y 500 millones de dólares en facturación anual alejándose del esquema tradicional de agencia y operando bajo un modelo similar al de una empresa de dotación de personal (staffing).
agency though if you look at Hawks I mean he does a $100 million a year in gross revenue you can't do that that with an agency model he's a staffing company he said on our podcast it was 500 million in Revenue I was like wow valuation he's like uh that's Revenue so
Escúchalo en el minuto 3:55
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