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