https://www.youtube.com/watch?v=3yiHZWr6Izc&pp=ygUcbWFya2V0aW5nIHRpcHMgZm9yIGVjb21tZXJjZQ%3D%3D
Oct 13, 2024
Growth & Marketing
A Complete Marketing Strategy In 3 Minutes
Summary
Strategic Consumer Targeting
Create 40-50 specific consumer segmentations based on real traits like "18-22 year old male esports fans in Bangladesh" or "21-27 year old female high-income professionals in Tokyo" for precise targeting.
Data-Driven Platform Allocation
Utilize platforms like Instagram, Facebook, and Twitter for each brand, but allocate budget based on their effectiveness rather than equally across all platforms.
Content Optimization
Optimize creative content using a combination of qualitative feedback from strategy teams and quantitative analytics from media teams, focusing on specific consumer segments and business objectives.
Performance-Based Segmentation
Eliminate underperforming consumer segments and double down on the most engaged ones, basing decisions on consumer sentiment and intent rather than intuition or office strategy.
Measurable Impact
For retail brands, run media against holdout clusters to prove incremental growth, while using black and white data for DTC and app brands to measure the impact of creative on business objectives.
Timestamps
00:00 Identify brand values, target consumers, and allocate resources to social media platforms for successful social branding and business.
01:01 Utilize underpriced platforms and create a framework to achieve effective social media marketing.
01:18 A TikTok strategist analyzes feedback on popular green screen creative.
01:36 Use Quant feedback, test media, and viral creative for efficient growth.
02:11 Strategists can adjust their targeting by analyzing consumer sentiment and intent, leading to increased virality and accuracy in reaching specific cohorts.
Transcript
00:00 The framework for me doing social brand building and building businesses is what's the brand stand for what's the business objective. The next thing we do is we create 40 to 50 consumer segmentations not three right 40 to 50 consumer segmentations 18 to 22 year old males limbing in Bangladesh that are into Esports 21 to 27 year old females in Tokyo making 200 000 a year 40 to 45 year old moms in Malaysia who have an affinity towards High fashion real specific consumer cohorts with real teeth okay. Next on that is called pack platforms and culture like do you actually understand what the platforms are doing next which platforms are you creating for you've now gone. The whole way down now. It's we're going to pick Instagram and Facebook and Twitter and for me every brand. That's in this room should be on all of them. But this is back to allocation more to their dollars go so they can't but they should but they'd rather spend eight million dollars on a TV spot so you lay out the platforms.
01:01 Then you go to work so now you create a framework. Now. Your creative and strategy team are ready to work. Now you start posting against framework right. You know what consumer you're going after you know what you're trying to achieve in business. You know how the platforms work so you know Facebook reels is underpriced right.
01:18 Now you know that green screen headline creative is over indexing on Tick Tock. You know so you start making. Now. The work really begins after you make you have a person your strategy team called the PCS a post creative strategist. Her and his job is to look at all the qualitative feedback.
01:36 You have your analytics and media team look at the Quant feedback and you start making your machine smart like a half pregnant AI. The team gets smart through the work you start looking at the proxies when you've got a retail brand that sells in retail stores. You're running. The media against hold out clusters to prove that you're actually driving incremental growth. If you have a DTC brand or an app. It's a piece of cake you're just looking at the black and white data. When the creative goes viral or over indexes its Norm. It becomes the brief for more efficient and effective work.
02:11 So now the virality based on the consumer sentiment and intent and truth becomes a proxy to your brief not a strategist sitting in an office going on Reddit for four hours writing a brief. Then you do that forever and ever and ever your cohorts are an accordion as you start getting affirmation that something's not working you actually eliminate Malaysian moms 40 45 because you aren't finding Affinity your creative team hasn't hit the mark on the flip side. While marketing to Indonesia Gamers 13 to 15. You realize it's actually the female Gamers 13 to 15 that are even more interested in the intent and you create a new cohort to go there to double down on the truth of the consumer. Not. The audacity of the board group thank you.
