Ralph Burns and Lauren Petrullo are discussing TikTok's role in performance marketing. They are joined by Jorge Ruiz, Global Head of Marketing Science at TikTok, and Adolfo Fernández, Global Product Strategy & Operations at TikTok. They talk about how the platform is moving beyond its reputation as a top-of-funnel awareness tool. They also discuss TikTok features aimed at helping businesses achieve full-funnel success, integrating automation, vertical-specific strategies, and enhanced creative tools powered by AI. They focus on the importance of shifting from media-focused metrics to business outcomes, making the case for TikTok as a valuable tool for driving real-world results across industries. This episode is packed with insights for marketers looking to maximize the platform's potential for growing their businesses!

Chapters:

00:00:00 – Kicking Off the Perpetual Traffic Podcast
00:01:18 – Special TikTok Guests in the House!
00:02:24 – Meet Jorge Ruiz & Adolfo Fernández from TikTok
00:04:37 – TikTok's Growing Influence on Performance Marketing
00:07:24 – Why We’re Redefining What Performance Marketing Means
00:09:00 – Blurring the Lines Between Branding and Performance
00:10:48 – How Consumer Behavior is Changing Marketing Strategies
00:12:32 – The Shift from Media KPIs to Business KPIs
00:14:11 – TikTok's Role in Driving Business Outcomes
00:16:15 – Breaking Free from Last Click Attribution Models
00:18:29 – Convergence of Branding, Commerce, and Performance
00:22:30 – TikTok's Unique Approach to Full Funnel Marketing
00:24:03 – TikTok's Vision: Where Marketing Meets Commerce
00:32:42 – Unlocking the Secrets of Measurement Systems
00:34:45 – How Creative Content Drives Success on TikTok
00:36:48 – TikTok Symphony: AI Meets Human Imagination
00:42:08 – Building a Full Funnel Strategy with TikTok
00:47:29 – Using Post Purchase Surveys for Attribution Mastery
00:51:56 – The Secret Sauce: TikTok’s Unmatched User Engagement
00:56:51 – What’s Next for TikTok? A Peek into the Future of Marketing
01:02:51 – Wrapping Up: Key Takeaways & Final Thoughts

LINKS AND RESOURCES:

Grow Your Brand with TikTok Ads
Get the TikTok Performance & Measurement Checklist!
Tier 11 on YouTube
Attribution Overview
Shopper Approved
KnoCommerce
Jorge Ruiz on LinkedIn
Adolfo Fernández on LinkedIn
Meet TikTok Symphony, our new Creative AI suite
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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