『The Special Marcoting Live Podcast』のカバーアート

The Special Marcoting Live Podcast

The Special Marcoting Live Podcast

著者： Marco Novo
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概要

 Marcoting Live is where authority is built, not claimed. Live conversations about positioning, personal branding and strategic marketing for creators and entrepreneurs who think long-term.

mfcnovo.substack.comMarco Filipe da Costa Novo 経済学
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  • Live Shopping: How to Turn Live Streams Into Sales

    Live Shopping: How to Turn Live Streams Into Sales
    2026/03/11
    Most e-commerce experiences are fundamentally broken in one way: they ask people to trust a collection of static images, a paragraph of copy, and maybe a handful of reviews written by strangers. There’s no conversation. No demonstration. No real human on the other side answering the one question that’s nagging you before you hit “buy.”Live shopping changes that equation entirely. By layering real-time interaction on top of e-commerce, it lets sellers demonstrate products, answer objections on the spot, and give buyers a frictionless path to purchase — all in the same moment. As a marketing consultant, I’ve always believed that trust and confidence are among the most powerful currencies a company can offer its customers. Live shopping, in my opinion, is one of the best ways to deliver exactly that.That’s why I invited Laura Lashmar, who runs marketing at eStreamly, onto The Special Marcoting Live Show to dig into this topic. Laura’s perspective on when live shopping is right for you — and crucially, when it isn’t — was packed with the kind of honest, practical advice I love bringing to my audience. Here’s what we covered.You’re Probably Not Ready Yet (And That’s Fine)I like to start conversations a bit differently these days. Instead of the usual pitch, I’ve become increasingly interested in helping people understand when a product or tool is not the right fit for them. I do this as a consultant — I want people to know whether I’m a good fit to work with them or not — and I think it applies perfectly to live shopping tools.So I asked Laura straight up: Who is eStreamly not for?Her answer was refreshingly honest: “If you are fresh out of the gates and you’ve never done live streaming before, we are not right for you. We would really recommend that you start online — on Instagram, on YouTube, those free tools that help you discover if you have a voice.”The benchmark she offered is roughly five thousand followers, but she was quick to add nuance. In niche industries — she mentioned airsoft as an example — a smaller but deeply engaged community can be more valuable than a large passive one. The real signal isn’t follower count alone. It’s whether people are actually talking to you. Are they commenting? Are they showing up when you go live? Is there genuine back-and-forth?And even when the audience is there, Laura was honest about the timeline. She estimates it takes about six months of consistent live streaming on a platform like eStreamly before you start hitting a real rhythm and seeing meaningful returns. That’s six months of showing up regularly, not three attempts followed by silence.I drew an analogy I use often: you don’t start Formula One by jumping into a Formula One car. You begin with free tools, a phone camera, and the willingness to be awkward on screen until you’re not. I talk from experience — I look back at my first videos compared to now, and the difference is enormous. And I’m a stage animal. Even for someone like me, it took time.Laura reinforced this brilliantly. She pointed out that expensive microphones and fancy cameras — like the ones I have — can actually work against beginners. The expectations rise with the gear, but the output is still a newbie output. Your phone can be fantastic. Start there. Figure out whether you even like being on camera before investing in tools.Stop Building on Rented LandOnce you’ve validated that you can hold an audience’s attention live, the next strategic move is getting them off platforms you don’t control. Laura framed this as the “rented land” problem, and it’s something I think every entrepreneur building on social media needs to hear.Instagram can change its algorithm overnight. TikTok can get banned for a day — or longer. Your Facebook account can get flagged and locked with no warning. These platforms are powerful distribution tools, and Laura doesn’t suggest abandoning them. But if they’re your only presence, you’re one policy change away from losing everything you’ve built.This is where tools like eStreamly become strategically important. The platform lets you stream simultaneously to your own website and to social channels like YouTube and Instagram via RTMP keys. Your website becomes the home base — the place where you own the relationship, the data, and the experience. Social media becomes the megaphone, not the foundation.I reinforced this with something I think everyone who’s ever watched a live stream on Facebook will recognise: you’re watching, you’re engaged, and then a notification pops up — your friend just got engaged, someone posted a photo — and suddenly the viewer is gone. On your own site, that distraction layer disappears. The viewer is there for you and your products, with nothing competing for their attention.Friction Is the Silent Killer of Live Shopping SalesThe conversation kept circling back to one theme: friction destroys ...
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    1 時間 15 分
  • 🎙️ Missed Calls, Missed Money… and the Voice AI Revolution 📞🤖

    🎙️ Missed Calls, Missed Money… and the Voice AI Revolution 📞🤖
    2026/03/05
    Why Voice AI Is Really a Trust Solution for Small BusinessHere’s a thought that should stop every small business owner mid-scroll: the technology you’re most afraid of might be the one that finally levels the playing field. Not because it replaces you — but because it protects your most valuable asset. Trust. That’s the core argument Laurent, a French-born entrepreneur who splits his time between the US and Israel and has worked in digital since 2002, made on a recent episode of The Special Marcoting Live Show. Laurent is the force behind GetOblic, a voice AI platform built specifically for small and local businesses, and his perspective on AI is refreshingly human.Most conversations about AI fall into two camps: breathless hype or existential dread. Laurent refuses both. He spends roughly twelve hours a day working with AI — not as the core of his business, but as a constellation of assistants — and his conclusion is blunt. AI will not replace humans. It will replace some tasks, sure. Some jobs, yes. But not us. Why? Because AI without human judgment is a liability. And judgment, as he puts it, is a purely human quality.Judgment Is the Skill AI Can’t AutomateLaurent doesn’t sugarcoat the limitations of AI. He’s caught AI lying — not in a subtle, interpretive way, but blatantly fabricating information. When he called it out, the AI admitted it. His takeaway isn’t panic. It’s perspective. Five years ago, if a human lied to you, you’d either exercise judgment or be naive. The same rules apply now.The scalability problem compounds this. Ask AI one good question, and you’ll probably get a great answer. Ask a derivative of that question twenty times, and the quality starts to erode. Push for five hundred or a thousand operational items, and the whole thing falls apart. AI, as it stands, doesn’t scale the way we want it to — and Laurent suspects there’s a financial reason behind that. Platforms don’t want to spend too many tokens, so they try to dump as much information as possible into a single response. For the person on the other end, trying to build something step by step, that’s a real workflow problem.The antidote? Diligence, organisation, and a framework that Laurent’s team uses daily.The Operational Book: A Framework for AI ContinuityOne of the most practical takeaways from the conversation is what Laurent calls the Operational Book, or Op Book. The problem is simple: when you’re deep into a project with AI, you know when you start but never when you finish. You need sleep. The AI doesn’t. And when you pick things up the next morning — often in a new thread because the old one is overloaded and sluggish — you’ve lost context.The Op Book solves this. Every time Laurent and his team hit a meaningful threshold in their work, they ask the AI to write a comprehensive summary: every task completed, every problem encountered, every solution found. Then they download it as a PDF and store it locally. The next day, when they open a fresh thread, they upload the Op Book to give the AI a running start.It’s not bulletproof, Laurent admits, but it helps tremendously. And there’s a deeper strategic reason to do this. What happens if ChatGPT disappears tomorrow? What if you want to migrate from Claude to Gemini in six months? If your operational knowledge lives only inside a chat thread on a single platform, you’re one outage away from losing everything. The Op Book is insurance — platform-agnostic, portable, and human-controlled.Trust Is the Product, Not the TechnologyThis is where Laurent’s thinking gets genuinely distinctive. When his team at GetOblic set out to build a voice AI solution, they assumed they were building an AI product. They quickly realised they were building a trust solution.The reasoning is sharp. Small business owners spend years building relationships with their customers — often through their own voice, in person or over the phone. That relationship is built on trust. Now, if you delegate that trust to a voice AI and don’t disclose it, you’re breaking the very thing that made your business work.Laurent goes further. GetOblic can technically clone a business owner’s voice. They refuse to do it. Because imagine a long-time customer calling in, hearing what sounds like the owner, and three minutes in, something feels off. That’s not just an awkward interaction — it’s a lie. And a lie, in Laurent’s framework, is a trust break you don’t recover from.This conviction runs through everything they do. Their social media uses AI-generated video — and they leave the watermarks on deliberately. They don’t care. The generation isn’t the point. The content and the message are the point. Disclosure isn’t a concession; it’s the strategy.Laurent extends this principle beyond his own company. He flags how easy it is to spot AI-generated text now — the dashes, the spacing, the bullet point patterns, the telltale phrasing....
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    1 時間 4 分
  • Own Your Content: Why Creators Need More Than YouTube

    Own Your Content: Why Creators Need More Than YouTube
    2026/02/25
    Own Your Content: Why Creators Need More Than YouTube in 2026Two things I keep coming back to in content creation. One, you should own the house — you should own the land where you’re building. And two, you need to understand how to monetize your content. It’s nice to produce great work, but if you can’t turn it into revenue, you’ve got a hobby, not a business. And let me tell you, that monetization piece is trickier than most people admit.I invited three guests onto the Special Marcoting Live Show to dig into both of these problems: Caren Glasser, a tech evangelist whose mission is to take the fear out of technology; Jan Creidenberg, who manages product and growth at Open Video; and Connor Shield, head of creator success at the same platform. What followed was one of the most practical conversations I’ve had about what it really means to own your content and build a sustainable creator business.Owning the Land Isn’t a Metaphor — It’s a Business DecisionI’ve been saying this for a while, and Caren has been saying it even longer: if you’re putting your content exclusively on platforms you don’t own, you’re taking a massive risk. And I’m not being dramatic. I had a Facebook page stolen by a hacker a few years ago. I asked Facebook to give it back more times than I can count. Never got it back. All that content, all those followers — gone.Caren echoed this from her own experience. “I have colleagues — I’m sure you have colleagues, Marco — that have been shut down for no apparent reason. They’re just done,” she said. That’s why she was already storing her content across Google Drive, Vimeo, OneDrive, Apple Drive, and YouTube before she found Open Video. She knew the risk was real.And it’s not just about accounts disappearing. I’m an Amazon content creator, and I upload videos to Amazon.com, Amazon UK, and Amazon Canada. The same videos — same language, same content. Some get approved on one platform and rejected on the others. AI moderation is wildly inconsistent, and when you don’t own the platform, you have zero control over those decisions.The Platform Doesn’t Work for You — It Works for ItselfJan made a point during the conversation that really stuck with me. He said these platforms want to maximise watch time on their platform. They don’t care whether it’s your video or somebody else’s. A YouTube subscriber is essentially a vanity metric — it shows how popular you look, but you have no clue who those people actually are. You don’t have their email. You can’t contact them directly. You’re completely dependent on an algorithm that serves the platform’s interests, not yours.Connor took this further with a parallel that should worry every video creator. He and Jan have spent years in the publishing space, and they’ve already watched what happened to text-based content. Publishers who built their businesses on Google search traffic saw everything collapse when Google started keeping users on its own platform with AI-generated overviews. Overnight, businesses that depended on that traffic lost their lead generation.“We see the same risk profile in video,” Connor said. If YouTube decides to stop sending traffic your way, what do you have left? Do your viewers know about your brand, your website, and your products? For most creators, the honest answer is no.This is the core argument for owning your content on your own domain. It’s not about abandoning YouTube — Caren was very clear about that. Open Video is not instead of YouTube. It’s in addition to YouTube. You still use the big platforms for discovery. But your home base, the place where you truly own the relationship with your audience, needs to be on land you control.How Open Video Changes the Creator EquationWhat drew me to this conversation was how practical the Open Video solution is. Connor walked through the dashboard live on the show, and the first thing that struck me was the simplicity. Creators are already juggling too many platforms, so the last thing anyone needs is another complicated tool.The dashboard covers everything you’d expect — video management, analytics, channel hosting, audience management, and monetization settings. But the details matter. When someone subscribes to your Open Video channel, you actually get their email address. Compare that to YouTube, where a subscriber is just a number with no way to reach them directly. You can also upload existing email lists, and the platform automatically notifies your subscribers when new content drops.Caren demonstrated the YouTube import app, which lets you either manually import individual videos or set up automatic syncing so every new YouTube upload also lands on Open Video. The metadata — titles, descriptions, thumbnails, categories — all transfer over. You can tweak everything within Open Video’s interface, which mirrors YouTube’s familiar fields.One feature I found particularly ...
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    1 時間 6 分
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