Perpetual Traffic Episode 334: The Future of Marketing with Ryan Deiss
Oct 26, 2021
Ryan Deiss, CEO of Scalable Co. and DigitalMarketer, is a digital marketing veteran who shares his insights on mastering messaging in a crowded media landscape. He emphasizes that the best message triumphs, even amidst algorithmic shifts and increased competition. Deiss discusses the importance of creating a community and media brand, adapting to changes in targeting, and why CEOs should prioritize messaging over ad operations. He also introduces Scalable Impact Live, designed to help founders scale their businesses effectively.
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Message Replaces Targeting As The Edge
- Targeting advantages have peaked and marketing is shifting back toward mass-media dynamics.
- When media becomes mass, the crafted message determines winners more than targeting precision.
Targeting Gains Are Receding
- The digital era's cheap precision targeting created complacency, but costs and algorithm changes are reversing that advantage.
- Windows of untapped opportunity will be smaller and close faster, so messaging skills gain urgency.
Value Of The Untargeted Audience
- The most valuable audience is the 'untargeted target' reached by messaging rather than data.
- You win by converting people who weren't actively in market because no competitors are talking to them.
