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The Future of Digital Advertising in an AI World | Perpetual Traffic EP 549
22 ideas de marketing sacadas de «The Future of Digital Advertising in an AI World | Perpetual Traffic EP 549», de Perpetual Traffic. Sobre todo de…
- 22 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 56 min
- Publicada en 2023
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Reutilización de transcripciones de video corto mediante prompts con asignación de rol y distribución multicanal
Estrategia de contenidosPara reutilizar transcripciones de videos cortos en múltiples redes (Reels, Shorts, TikTok, LinkedIn, Twitter), asigna a la IA un rol de redactor experto ('el mejor redactor de redes del mundo') y solicita simultáneamente la adaptación con mejores prácticas de cada plataforma y variaciones de títulos.
from you are the best social media writer in the world you are an amazing at writing engaging an informational copy write content to go along with the following short form video transcript I need social posts for Facebook reals Instagram reals YouTube shorts Tik Tok Twitter LinkedIn follow the best practices for each platform also write five title variations for YouTube shorts actually became and they are now a part they are doing doing well as social posts like they have virality they have
Escúchalo en el minuto 32:01
La IA actúa como un amplificador de doble filo según el talento del operador
Estrategia y decisiones de negocioLa inteligencia artificial magnifica exponencialmente las capacidades del personal: potencia enormemente a los mejores empleados, pero en manos de operadores mediocres o descuidados multiplica los errores a escala masiva (por ejemplo, replicando un fallo en miles de publicaciones o mensajes). Por ello, el criterio humano de alto nivel es el filtro de control crítico antes de automatizar o escalar procesos.
it's worth any more time sure I think AI amplifies the value of the Human by a so in a double-edged way your good employees become great employees your bad employees become catastrophic errors waiting to happen because AI is going to scale everything what's interesting is you have to be really careful about who you give this AI tool because now that they've got the tool instead of creating one social post they're going to create 5,000 social posts and if they made a mistake that's mistake is replicated 5,000 times so mediocre employees are really dangerous wrong human in the middle of that…
Escúchalo en el minuto 35:13
Esperar a interfaces accesibles antes de construir soluciones técnicas de IA desde cero
Estrategia y decisiones de negocioPara negocios enfocados en crecer y generar ingresos (y no en el desarrollo tecnológico como fin), conviene esperar a que existan interfaces sencillas para adoptar nuevas funciones de IA en lugar de invertir tiempo y recursos programando puentes o integraciones complejas que el mercado empaquetará poco después.
AI wait until it's easy wait until it's easy because just know somebody else is going to go do that for you in two weeks two weeks snippet and said hey by the way here's the easy button and that's kind of the easy and so once you have the interface like oh my God it's AI once you have the interface then go if the interface is but if you're just here to make money grow a business scale a business improve on your processes wait for the interface
Escúchalo en el minuto 10:08
Flujo de trabajo de producción y distribución de contenido y anuncios asistido por IA
Estrategia de contenidosUn sistema eficiente de producción y distribución de contenidos impulsado por IA se estructura en un ciclo continuo: 1) investigación y extracción de mensajes del cliente con LLMs, 2) selección de temas mediante herramientas de búsqueda, 3) edición y extracción de clips de vídeo, 4) generación de borradores extensos, 5) refinamiento del tono y generación de múltiples titulares/copys para testeo, 6) generación de…
that's sort of our first tool we sort of aggregate that into an Excel spreadsheet or a Google sheet and then we work from there that's our sort of basis of do that first then we create uh a list of topics for those either those posts or Those ads and we use sem rush and edit the the videos that are then done all of our social posts so those editing form then we use content at scale.ai uh to generate uh blog posts and those are obviously those are edited number five is we iterate on that post with gp4 to make it sound more human and even create video transcripts into post copy and headlines…
Escúchalo en el minuto 40:13
Estrategia de contenidosEn cualquier proceso de generación y refinamiento de contenido con herramientas de IA, el factor crítico de calidad es colocar al talento más experimentado en el centro del flujo para auditar, descartar lo que no resuene con el producto y garantizar que el mensaje final conserve autenticidad y relevancia humana.
Tool and that's a lot and like I said it is right in the middle of it is a human fil filtering it because these humans the ones that are in the middle of it need to be your best people your best people that say okay that really does make sense and maybe that other part because it's doesn't really it's not resonating with the product is not something that we're going to use so we with gp4 to make it sound more human and in line with the message that we're the center of it all though like I said is a human being with a bunch of tools surrounding and that's where it is today
Escúchalo en el minuto 40:50
La implementación inicial de chatbots de IA genera más carga operativa antes de dar eficiencia
Retención y relación con el clienteEntrenar chatbots con historiales de tickets de soporte conlleva el riesgo de propagar respuestas erróneas previas. Durante la etapa inicial, la carga de trabajo aumenta porque el equipo debe supervisar activamente las interacciones y corregir las alucinaciones o errores del bot antes de que este opere de manera autónoma y rentable.
chatbot on well at one point a support agent answered a question incorrectly now that chatbot has the wrong information but that information it's like a pivot table it can proliferate throughout your entire chatbot so you have to be really diligent about monitoring chats and fixing chats and what's interesting about that is it's more work in the beginning than not having a chat customers and you have to monitor all those customer Communications and then you have to manage and mitigate those sure you have a really strong business case for it and then and then step into it with the assumption…
Escúchalo en el minuto 15:07
Retroalimentar modelos de lenguaje con datos históricos de rendimiento para idear contenido
Estrategia de contenidosRecopilar de 3 a 6 meses de datos de rendimiento para identificar qué publicaciones tuvieron mayor tracción y cargar esa información en modelos de lenguaje (como ChatGPT) permite descubrir qué temas resuenan con la audiencia y generar nuevas ideas de contenido fundamentadas en datos validados.
to that and so now part of 2024 strategy is we have now three to six months of data on what resonates with our market now it is okay now we have all this data now let's put the human eye on it and maybe even using AI I was just going to say load that up in chat GPT and say hey what should my next post be what should our next post be what should our content be what resonates most with our audience so it's a constant iterative process so when I say iterate there's an iterative part that is human but also you could be using tools to help iterate and chat GPT and Bard are going to be those tools…
Escúchalo en el minuto 47:13
Estrategia y decisiones de negocioA menos que el negocio principal sea el desarrollo de IA, la estrategia más rentable y segura es usar herramientas de IA para fortalecer, automatizar y complementar la lista de tareas operativas diarias (propias y del equipo), evitando invertir recursos en desarrollar proyectos o plataformas personalizadas que corren el riesgo de quedar obsoletas rápidamente.
the dummy tax I my my opinion on a AI right now is uh use AI to accomplish tasks not like in each of these instances I would caution anybody whose bus if your business isn't AI or you don't think your business is about to be wholesale taken over bayi by AI I'd leave AI projects alone I'd work on just look at your task list these are the 10 things that I do a day or the 500 things I do a day or the 10 things maybe more importantly that my employees do a day how can I supplement buttress strengthen uh process size these using Ai and that's where all of the sudden you start to see really…
Escúchalo en el minuto 21:29
Estrategia y decisiones de negocioA menos que el negocio principal sea el desarrollo de IA, la estrategia más rentable y segura es usar herramientas de IA para fortalecer, automatizar y complementar la lista de tareas operativas diarias (propias y del equipo), evitando invertir recursos en desarrollar proyectos o plataformas personalizadas que corren el riesgo de quedar obsoletas rápidamente.
the dummy tax I my my opinion on a AI right now is uh use AI to accomplish tasks not like in each of these instances I would caution anybody whose bus if your business isn't AI or you don't think your business is about to be wholesale taken over bayi by AI I'd leave AI projects alone I'd work on just look at your task list these are the 10 things that I do a day or the 500 things I do a day or the 10 things maybe more importantly that my employees do a day how can I supplement buttress strengthen uh process size these using Ai and that's where all of the sudden you start to see really…
Escúchalo en el minuto 21:29
Investigación asistida por IA para avatares y mensajes con filtro de estratega creativo
Investigación de mercado y clientePara construir la estrategia creativa de campañas publicitarias, combina herramientas de IA y social listening (como ChatGPT, Bard/Gemini, Audiense o Brand24) con el análisis de páginas de producto y datos de la web, pero somete obligatoriamente los hallazgos a la curaduría de un estratega humano que filtre qué ángulos y mensajes se ajustan con precisión al producto y al cliente objetivo.
advertising first step is we do you know step number one is do research on the topics at the top of funnel and all about awareness and who our Avatar is what messaging and we use tools like chat GPT and barred together as well as aosense and brand 24 which are two other research side of the equation we do a whole thing called creative strategy framework which is going deep into the Avatar and messaging that we find but then filtering it out through the human through the creative strategist who can say that's good that's bad because internet here so you have to be very very specific and very…
Escúchalo en el minuto 39:12
Estrategia y decisiones de negocioAl trabajar con modelos de lenguaje, el valor inicial radica en la exhaustividad y en detectar puntos ciegos que el usuario olvidaría. La verdadera ganancia de tiempo y escala se obtiene en la iteración conversacional posterior: solicitar adaptaciones del resultado base por industria, idioma, geografía o formatos tabulares exportables.
but the form that chat GPT came up with included stuff that I just a would have missed or B wouldn't have asked properly search this is a conversation from there we iterate all right do it again but for this specific role for this specific industry for this specific geography in this specific language and now all of a just made it a little bit better now it's saving me time because if I have to time and chat GPT does that in a if I need to export this into a pivot ability to export things into uh database view that you can now put into do recruiting for me but me as a recruiter I have these…
Escúchalo en el minuto 25:34
Los chatbots de IA en producción demandan supervisión humana y depuración constante de datos
Retención y relación con el clienteImplementar agentes conversacionales o chatbots basados en IA no elimina la supervisión humana: se requiere mantenimiento continuo para auditar fallos puntuales y corregir la información errónea en las bases de datos que alimentan al bot.
is they require a pretty significant amount of upkeep so it's catching the errors there's still a ton of human intervention um you know the chatbot is Right 99 times out of 100 but the one time it's wrong you have to catch it and then you have to tell the bot like hey this is incorrect let me update your database and usually it's not wrong for some reason the data you loaded into the bot was wrong so you you load all the
Escúchalo en el minuto 14:36
Estrategia y decisiones de negocioA medida que los modelos de lenguaje evolucionan, las estructuras rígidas y sobrecargadas de 'prompt engineering' pierden relevancia. Es más eficiente asignar una persona o rol experto al inicio (ej. experiencia y especialidad) y ajustar el contexto mediante un diálogo natural e iterativo.
said don't get obsessive with prompts prompt engineering is going to go engineering right now is only necessary because AI is still in its infancy the point of AI is that AI learns grows so what I would really start doing is going to sound so weird talk to it like to start with is just tell it the type of person it is hey I need you to assume that you're an attorney with 20 years of chat at it and every now and again if you don't like the the context or the prompt change it but I wouldn't get too obsessive with prompts because I think the smarter AI gets the more intuitive
Escúchalo en el minuto 28:17
Estrategia y decisiones de negocioA medida que los modelos de lenguaje evolucionan, las estructuras rígidas y sobrecargadas de 'prompt engineering' pierden relevancia. Es más eficiente asignar una persona o rol experto al inicio (ej. experiencia y especialidad) y ajustar el contexto mediante un diálogo natural e iterativo.
said don't get obsessive with prompts prompt engineering is going to go engineering right now is only necessary because AI is still in its infancy the point of AI is that AI learns grows so what I would really start doing is going to sound so weird talk to it like to start with is just tell it the type of person it is hey I need you to assume that you're an attorney with 20 years of chat at it and every now and again if you don't like the the context or the prompt change it but I wouldn't get too obsessive with prompts because I think the smarter AI gets the more intuitive
Escúchalo en el minuto 28:17
Estrategia y decisiones de negocioA medida que los modelos de lenguaje evolucionan, las estructuras rígidas y sobrecargadas de 'prompt engineering' pierden relevancia. Es más eficiente asignar una persona o rol experto al inicio (ej. experiencia y especialidad) y ajustar el contexto mediante un diálogo natural e iterativo.
said don't get obsessive with prompts prompt engineering is going to go engineering right now is only necessary because AI is still in its infancy the point of AI is that AI learns grows so what I would really start doing is going to sound so weird talk to it like to start with is just tell it the type of person it is hey I need you to assume that you're an attorney with 20 years of chat at it and every now and again if you don't like the the context or the prompt change it but I wouldn't get too obsessive with prompts because I think the smarter AI gets the more intuitive
Escúchalo en el minuto 28:17
Estrategia de contenidosAl redactar prompts para modelos de lenguaje, utilizar adjetivos fuertes y hablarle a la herramienta con un tono humano o de urgencia mejora la calidad y adecuación del tono del resultado en comparación con instrucciones secas o puramente funcionales.
was a study of um engagement with AI and what they found was using strong adjectives improved the output so saying things like I need a beautiful job description instead of talking to it like it's a human hey I'm opposite it for whatever reason it improves and increases I'm going to to read it unbelievable the adjective yeah is the key which sets the tone for
Escúchalo en el minuto 30:46
Estrategia y decisiones de negocioAl igual que ocurrió en la burbuja puntocom con empresas pioneras que quebraron por sobreexposición prematura, la adopción de tecnologías transformadoras (como la IA) debe hacerse con un caso de negocio claro, de manera progresiva e integrada con los sistemas existentes (como CRM o registros centrales), en lugar de apresurarse sin fundamentos.
and how drugstore.com adopted the internet their stock went boom through the roof pets.com boom stock through the they've gone the way of the dodo bird they are dead they are extinct so but what happened was because they were so early in the adoption curve they went Hog Wild into this this technology this point is is that the Walmarts of the world the CVS's of the world just didn't adopt stuff too fast you know they started to realize hm maybe if we started doing maybe a little bit of our business of online prescriptions maybe we can tie it into our CRM we can tie it they they didn't dive…
Escúchalo en el minuto 17:31
Estrategia y decisiones de negocioEstar en la vanguardia extrema de una nueva tecnología suele acarrear altos costos hundidos en tiempo y esfuerzo para obtener herramientas deficientes. En los negocios resulta más rentable esperar a que las soluciones maduren y se empaqueten de forma accesible, permitiendo implementaciones eficientes y escalables en cuestión de minutos.
why um up until very recently building an AI chatbot was super cumbersome and had you done that the amount of time effort and energy that you would have invested in doing so would have been significant and the chatbot would have been less than ideal project and so you have all this sunk cost and that's the problem with anything that's brand new if you're on the bleeding edge which I don't believe in being by the way is an entrepreneur I don't think we should be on the bleeding edge I think that's for the scientists like the scientists and the Explorers but there's a fun saying that's proven…
Escúchalo en el minuto 7:58
Estrategia de contenidosUn equipo interno reducido (de 3 a 4 personas) puede lograr una producción masiva de contenidos si asigna roles claros a la operación de herramientas y aprovecha la automatización y la IA como multiplicadores de productividad operativa.
our social team there's really there's three or four people total and I'm just yeah so but to have the output that we have with those team members some are Hands-On tools one specifically is all handson tools and two uh sort of half their time and then strategy obviously point is is that we wouldn't be able to get the output that we have right now for any of our content without these tools right it's all being done by literally like one person and two or three other people sort of helping and the tools themselves enhance the
Escúchalo en el minuto 45:33
Estrategia de contenidosUn equipo interno reducido (de 3 a 4 personas) puede lograr una producción masiva de contenidos si asigna roles claros a la operación de herramientas y aprovecha la automatización y la IA como multiplicadores de productividad operativa.
our social team there's really there's three or four people total and I'm just yeah so but to have the output that we have with those team members some are Hands-On tools one specifically is all handson tools and two uh sort of half their time and then strategy obviously point is is that we wouldn't be able to get the output that we have right now for any of our content without these tools right it's all being done by literally like one person and two or three other people sort of helping and the tools themselves enhance the
Escúchalo en el minuto 45:33
Cambio de paradigma: de la búsqueda en embudo a la exploración colaborativa en ramas
Estrategia y decisiones de negocioInteractuar con modelos de lenguaje como ChatGPT requiere abandonar el modelo mental de Google (filtrar sucesivamente de lo general a lo específico en embudo) y adoptar un enfoque de ramificación en tiempo real, utilizándolo como una entidad colaborativa para generar mapas mentales y expandir ideas de forma iterativa.
the paradigm shift is you're so used to Google you're so used to a funnel version of thinking you know broad question specific answer or semi-specific answer modify my question with more specificity more specific answer modify my question and then you know I get there and chat GPT is different in that instead of funneling down you Branch out it's like building a mind map in real time and and having a collaborative entity to do it with and a collaborative entity that over time learns who you are and so
Escúchalo en el minuto 21:52
Evitar la dependencia excesiva de herramientas puntuales de IA ante el riesgo de consolidación y cierre
Estrategia y decisiones de negocioMuchas herramientas emergentes de IA operan con cuotas mensuales muy bajas ($10–$20) que difícilmente garantizan su viabilidad operativa y soporte a largo plazo. Por ello, las empresas y agencias no deben estructurar sus procesos en torno a una única herramienta específica, ya que la consolidación y desaparición de plataformas será recurrente.
I wonder you know with the the proliferation of AI tools how much of this is sustainable because it takes some amount of money to build these things Market them manage them offer way of infrastructure I don't know how a company makes money off of $20 a month but there's so many of these damn things how many of them are going to reach critical mass that way and so I I get to pay attention to is don't get over reliant on any one tool because the consolidation the loss the you know uh entropy and atrophy is is going to be a real thing and we we've seen that in SAS for years and years and years I…
Escúchalo en el minuto 51:38
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