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Los cambios de privacidad de iOS 14 obligan a diversificar canales y construir audiencias propias

Las restricciones de privacidad introducidas por iOS 14.5 debilitaron el targeting publicitario tradicional, exigiendo que las marcas dejen de depender únicamente de los anuncios pagados en plataformas de terceros. Para adaptarse, las fuentes plantean operar como productoras de medios que acumulan first-party data mediante listas propias, diversificar hacia canales alternativos y apoyarse en el contenido orgánico y la creatividad de marca. Mientras algunas visiones se centran en la producción y optimización constante de contenido propio o de influencers, otras priorizan reestructurar la medición combinando modelos mixtos, atribución y encuestas para asignar presupuestos.

Quién lo dice, con sus palabras

Esta idea no sale de una entrevista suelta: aparece en 6 intervenciones distintas de DTC Podcast, GaryVee, Oski de Haciendola y Perpetual Traffic. Son 6 fuentes distintas, y ninguna sabe de las otras. Que varias personas coincidan sin conocerse pesa más que una repitiéndose diez veces, así que aquí está lo que dijo cada una, con el enlace al segundo exacto.

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Ep 97: iOS14.5 is LIVE — and this is how you’ll survive · 2021 · comprobar

about this idea of triangulation right out what feels right and so we we bunch of channels where kind of like on and so ultimately if you're a brand what do I value for us it's about you mix model that's trying to say okay so you look trying to understand if what is the coefficient right so you you studies with the partners and or with tool like measured which is one we use as well as on platform and that is and so you can see is branded search contribution profit so really understand the cost of those returns and the you can span accordingly right and if business pnl like truly truly do so…

DTC Archive: True Classic - Zero to 9 Figures in Two Years, Powered by Meta Ads · 2023 · comprobar

You know, now it's gotten harder. Also gathering more first party data is going to be important. And I also talked about the importance of building a media, you know, building media brands, something we've always been about email lists, stuff like podcasts, like what we're doing right now, communities, paid communities. I think that this is going to be the future of brands. Started talking about this back at like TNC 2016, the importance of building community and building your own media. If you think those same playbooks are going to work over the next, you know, three to five years, sorry…

Ep. 334: The Future of Marketing with Ryan Deiss · 2023 · comprobar

realm, like the TikTok and stuff like that for TikTok is a dream come true. It's been years since we've had this. Yeah. And trying to do things, maybe stay, not stay away from paid media, but make sure that the paid media has got a better return. And then the, and then the organic is, but you know, this iOS 14 five, like there's a lot of paid media issues now for DTC. Totally. This is a time to lean into creative and brand.

How to Use TikTok As a Catalyst To Your Side Hustle Success | 4Ds With Gary Vaynerchuk · 2022 · comprobar

Lo que dijo cada uno, y en qué minuto

La ficha completa trae la cita literal de cada fuente, el minuto exacto del video en que se dijo y el enlace para verlo. Eso pide cuenta —es gratis— porque es el trabajo que hay detrás de esta biblioteca.

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