VALE A PENA VIRAR GESTOR DE TRÁFEGO EM 2025?

Summary

The transcript discusses the innovative marketing strategies implemented by a franchise network, particularly how they centralized their paid media campaigns to maximize reach and efficiency. By consolidating ad budgets across multiple franchise locations and leveraging AI to find the best customer profiles, they ensure higher-impact marketing. The conversation also touches on the evolution of user-generated content, social media influencers, and the growing importance of AI in business strategies. Additionally, an upcoming event in Campinas will explore how entrepreneurs can leverage different business 'levers' like technology, media, and capital to achieve growth.

Takeaways

• 😀 Franchises often outsource marketing responsibilities to individual franchisees, resulting in limited marketing reach and effectiveness.
• 😀 A more centralized marketing approach, as implemented by V4, pools resources and optimizes media spending across all franchise locations.
• 😀 By using machine learning and CRM data integration, Facebook can help identify and target the most suitable customers automatically, reducing reliance on manual interest-based segmentation.
• 😀 Franchisees typically face challenges in achieving significant media reach when managing their own advertising efforts, often due to limited budget and data.
• 😀 V4's solution involves consolidating media budgets from multiple franchisees into a single account, allowing for greater efficiency and better customer targeting.
• 😀 Centralized campaigns allow for improved targeting and distribution of media spending, maximizing ROI across all locations.
• 😀 The use of generative AI in marketing can significantly enhance advertising performance by automating content creation and personalization.
• 😀 The future of advertising is leaning towards fully automated systems that rely on customer data and machine learning to target the right audience, moving away from interest-based targeting.
• 😀 The concept of user-generated content (UGC) is growing, where consumers can create and promote content about products, often acting as affiliates and generating extra income.
• 😀 The speaker discusses their personal journey from being resistant to digital marketing to embracing it, highlighting how influential figures in the digital space can dramatically boost business growth.
• 😀 The speaker promotes an upcoming business immersion event focused on finding strategic levers to grow businesses, with an emphasis on capital, technology, media, and process optimization.

Q & A

What is the main approach that the speaker's company takes with marketing for franchises?

The speaker's company centralizes media buying for franchises, instead of allowing each franchisee to manage local advertising. This approach involves pooling funds from all franchisees into one account for digital advertising, which helps in reaching a larger audience and achieving better targeting through advanced AI and machine learning tools.

What problem does the speaker identify with franchisees handling their own marketing?

The issue with franchisees handling their own marketing is that their budgets are typically small, limiting the reach of their advertisements. The franchisees' media spend is isolated and does not leverage the power of a larger, consolidated media buy.

How does the AI system in advertising work according to the speaker?

The AI system works by connecting a franchise's CRM (Customer Relationship Management) data to an advertising platform like Facebook. The platform then uses machine learning to analyze the data, identify the best customers, and find people with similar profiles (lookalike audiences), thus improving targeting and ad effectiveness.

What is 'lookalike targeting' in digital advertising, and how does it relate to CRM data?

Lookalike targeting is a method where the advertising platform uses existing CRM data to identify and target new potential customers who resemble the best existing customers. By plugging CRM data into platforms like Facebook, businesses can effectively find people with similar characteristics to their best customers.

What is the significance of centralizing advertising campaigns for franchises?

Centralizing advertising campaigns allows the franchise system to pool resources, making the media budget more significant and ensuring better audience targeting. It avoids the fragmentation of efforts and maximizes the impact of the collective media spend across all franchise locations.

How does user-generated content (UGC) play a role in modern marketing strategies, according to the speaker?

User-generated content is becoming an important lever in marketing strategies. The speaker mentions how individuals can create content about products they buy, like through TikTok or Instagram, which acts as a form of organic promotion and helps businesses reach new audiences with personal, relatable endorsements.

What challenge did the speaker face when first entering digital media and social platforms?

The speaker initially resisted the idea of engaging in digital platforms like TikTok and social media, feeling that it was unnecessary and that his focus was on traditional (offline) methods. However, he acknowledged the powerful leverage that digital platforms can provide, especially with tools like AI and user-generated content.

How does traditional TV advertising compare to newer digital strategies like influencer marketing?

The speaker highlights that traditional TV advertising, like through influential personalities or campaigns, still works effectively for certain products, particularly in specific demographics. However, digital strategies like influencer marketing, especially on platforms like TikTok, are rapidly growing and offer more targeted, cost-effective methods of reaching consumers.

What is the purpose of the event in Campinas, as described in the transcript?

The event in Campinas is aimed at helping business owners who are looking to scale their operations by identifying and leveraging the right 'business levers'. The event will feature speakers sharing insights on capital management, technology use, media strategies, and business models to help attendees apply these strategies to their own businesses.

What additional benefit does the speaker offer to attendees of the Campinas event?

Attendees of the Campinas event will gain access to a free online training session on artificial intelligence (AI), led by the company's technology director. This training will provide valuable insights into using AI effectively in business operations, offering a dual benefit for those who register for the event.