Modern Marketing - How Data, Analytics, and AI are Freeing Up Creativity

Yeliza Centeio joins the show to share her expertise on how modern marketing professionals are utilizing data driven tools to free up business owner's creativity.

AI is revolutionizing the marketing and advertising landscape in several ways:

1. Targeting and Personalization: AI can analyze vast amounts of data to segment audiences and predict customer behavior. This allows for highly personalized ad content that resonates with specific audience segments.
2. Automation and Efficiency: AI automates repetitive tasks such as scheduling social media posts, generating reports, and even creating ad copy. This frees up marketers to focus on more strategic and creative aspects of their campaigns.
3. Real-Time Optimization: AI can adjust ad campaigns in R.T. based on performance data. This ensures that ads are always optimized.
4. Enhanced Analytics: AI provides deep insights into campaign performance, helping marketers understand what works and what doesn't. This leads to more informed decision-making and better ROI.
5. Cost Efficiency: By automating tasks and optimizing campaigns, AI helps reduce costs and improve the efficiency of marketing efforts.
6. Scalability: AI enables marketers to scale their campaigns quickly and efficiently, reaching larger audiences w/out a proportional increase in resources.
7. Creative Generation: AI can generate creative assets, such as ad copy and visuals, almost instantaneously. This allows for rapid testing and iteration of different ad variations.

AI is not just a tool but a game-changer in the marketing and advertising industry. It helps marketers stay ahead of the curve by leveraging data and automation to create more effective and efficient campaigns.

The transition to a cookie-less world is a significant shift in the digital marketing landscape, driven by increasing privacy concerns and stringent regulations like GDPR and the California Consumer Privacy Act:

1. First-Party Data: With third-party cookies being phased out, leveraging first-party data becomes crucial. This involves collecting data directly from consumer interactions to build deeper relationships and enhance targeting efforts while respecting user privacy.
2. Privacy-Centric Strategies: Marketers need to focus on privacy-centric approaches, such as contextual advertising and identity resolution. These methods allow for effective ad targeting and measurement without compromising consumer privacy.
3. Innovative Approaches: The shift to a cookie-less world presents both challenges and opportunities. Marketers must stay agile, invest in new technologies, and continuously innovate to thrive in this evolving landscape.
4. Contextual Targeting: This involves delivering ads based on the content of the webpage rather than tracking user behavior across sites. It ensures that ads are relevant to the context in which they appear.
5. Consent-Driven Marketing: Building trust with consumers by being transparent about data collection and usage is essential. This includes obtaining explicit consent from users before collecting their data.
6. Attribution Challenges: Without cookies, tracking user behavior across devices and attributing conversions to specific marketing campaigns becomes more difficult. Marketers need to explore alternative methods for attribution.
7. Adapting to Change: The transition to a cookie-less world requires marketers to reassess their strategies and discover innovative ways to connect with customers. This includes building more direct and meaningful relationships with users.

Navigating this transition successfully will require a combination of leveraging 1st party data, adopting privacy-centric strategies, and continuously innovating to stay ahead in the evolving digital landscape.

Transcript

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Jesse Stakes: Hey, everybody! Welcome to making sense of it all! I am very happy to have Jaliza Centeo back. She is the CEO and founder of integral marketing. If you are interested in learning her story, if you're interested in learning more about her business, we recorded a full episode kind of telling that story in Episode 60. So check it out. But for now we're going to kind of talk about

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Jesse Stakes: the important things that business owners and people around the market should know. Jaleza. Thank you so much for joining me.

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Yeliza Centeio: No, thank you for having me, Jesse, and at the top of the year, too.

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Jesse Stakes: 1st 1st recording of the year. Let's see how rusty I am from the holidays.

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Yeliza Centeio: Seriously. Let's see our brains if they're even operating at this point.

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Jesse Stakes: So

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Jesse Stakes: how's business just to jump into things? What are you seeing out there? I know there's a lot of change that's happened in the last several months here in the United States, and I think business owners are looking at things differently. But but what are you seeing.

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Yeliza Centeio: Same, I mean last year. Let's let's just get it out in the air. It was a bad year business, wise for everyone. Everyone that I've talked to all of my clients, you know, prospects, all the networking that I have done, and everyone that I have met this story has been consistent, regardless of the size of your business.

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Yeliza Centeio: 2024 was a bad year financially for everyone. And so I think we're all starting 2025 now, with some optimism and a lot of power behind us.

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Yeliza Centeio: But the stories and the news aren't doing any better. And I'm not just talking about

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Yeliza Centeio: our worlds that we live in. But I'm talking more about marketing as well. You know there's Tiktok. We can't avoid that one. It's supposed to cease on January 19, th but supposedly the Supreme Court is meeting on January 10, th and that might be paused, and the implications that Tiktok, going away is going to have not just in the economy, and the people that use it to drive business, but on marketers and advertisers that use that to promote their brand. It's going to be huge. It's going to be a massive impact

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Yeliza Centeio: to businesses, marketing and advertising as a whole.

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Jesse Stakes: Let's back up a second just because there's some people that are listening that may not have engaged so much with what's going on with Tiktok. Tell everyone what is happening.

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Yeliza Centeio: Long story short, because Tiktok isn't us based. You know something that originated in in China? Since 2020 you know, President Donald Trump has been trying to seize that platform due to privacy concerns. I know Tiktok has made some adjustments to their privacy policies like Beta and alphabet, which is Google's company. We're forced to do

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Yeliza Centeio: but I guess because it's not a Us. Based company. They haven't had to adhere to all the privacy laws that the United States wanted to pass

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Yeliza Centeio: in particular for those of you who may or may not be familiar. It's a California one, the Ccpa. That California law, even though it started there. It has been pretty much mutated across all the States. It hasn't become a Federal privacy law, but it has become a State privacy law that a lot of brands and States have adopted.

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Yeliza Centeio: And so the Federal Government, you know, has stepped in with Apple Meta and Google to try and establish cohesive privacy laws to protect our consumers, because our phones have so much access to us into our data. And from a marketing standpoint. That's gold for us all. That's what we use to hone in on target audiences for our customers. Right?

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Yeliza Centeio: We hone in on personalization capabilities which drive sales, and we know all of that and all the good that happens to that. But from a consumer standpoint, that's a very scary thought. I mean, when I take off my marketer hat. And I look at all the type of data that I have access to granted. It isn't enough data for me to identify the person itself. But it is enough data for me to build a very clear vision of a persona. It's creepy. The things that I can do.

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Jesse Stakes: Percent.

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Yeliza Centeio: And so with Tiktok. That was the main thing. It was, you know, whether or not it would adhere to all the privacy laws. And there's some more political stuff in there that I don't really want to get into. I'm just gonna keep it more on the marketing side of things. And how that impacts marketing. But that was the the big thing there. And, as you know.

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Yeliza Centeio: unless you've been living under a rock for the past decade or so Tiktok has taken over. I mean, to the point where Facebook and Instagram have become like the place for the old people like us.

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Yeliza Centeio: and these. The way that people consume media on Tiktok has been adopted on other platforms, too, like even with Youtube Youtube shorts, was because of Tiktok, the Instagram, because of Tiktok's popularity. So I think that we're gonna go back to a situation. If Tiktok goes away in the Us right? We're gonna go back to a situation where Meta now dominates social sphere again, and the scary part there from a marketing standpoint, is

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Yeliza Centeio: because of the privacy laws Meta's targeting has depleted. It's not what it once was from a targeting standpoint. So it's harder to really draw conclusions of what's working what's not working. But, most importantly, it's harder to connect that roi to the spend. And Meta is really expensive. So it's still cost efficient compared to other platforms and other digital media. But

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Yeliza Centeio: it is a little bit more expensive than it is to buy ads on Tiktok, and it's supply and demand. And so if you are a marketer who has been spending a lot of money on Tiktok. Now you're wondering what's next? What am I going to do with this budget? Where am I going to reallocate your initial thought might be, I'll dump it into Meta. That might not be the best approach.

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Jesse Stakes: Right.

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Yeliza Centeio: Right, just because it's the next social platform and you're freaking out. It doesn't mean that that's what you need to do. Don't react to the media yet. Let it unfold if you're investing in Tiktok right now, keep doing it as long as you can, as long as it's working for you

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Yeliza Centeio: when the time comes to having to move those dollars around and re-strategize. Just go back to thinking about your audience, you know. Almost like, take a massive step back.

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Yeliza Centeio: Don't let the media drive your emotions. Let your brand drive it, and just think about who your audience truly is. What are their pains? What are they looking to gain from your product or your services? How is it that everything that you have done past X number of years that you've been in business benefited them, and how can you evolve your product and services to continue to add value to them.

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Yeliza Centeio: and let the platforms kind of take care of themselves from there. It's almost like that. Age will tell. The pennies will take care of the dollars, you know.

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Jesse Stakes: Sure.

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Yeliza Centeio: Or if you take care of the pennies and dollars, take care of themselves. I don't know if I got that right, but it's kind of the same thing. If you are taking care of the brand and your customer base, and you have clear alignment in that

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Yeliza Centeio: the advertising platforms will work, no matter if it's Tiktok Meta. Or if you find other digital avenues that you want to dive into.

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Jesse Stakes: So I

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Jesse Stakes: I don't know. In today's day and age. If you can separate business from politics, I know, like, it's everyone tries to say, Okay, we're not. Gonna we're not going to talk about it, or we try to, you know. Try to keep everyone on a you know, playing friendly in the sandbox if you will, but the reality of it is is that in in 2024, and in 2025, and really

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Jesse Stakes: well, before that politics has become such a polarizing thing where it used to be something that we were polite about, and we could have some polite discourse, and people could either agree to disagree, or they could, you know, keep their feelings private. I think that there's been there's been so much of a

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Jesse Stakes: but there's so much

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Jesse Stakes: political thought interjected into the way that people are doing business now almost to the point where, if somebody is on one side of the aisle and the other person is on the other, like the other person that's looking to do business with them is on the other side of the aisle. So you've got 2 competing points of view. They almost think I'm not going to do business with that person because they don't identify the way that I identify. And it's.

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Yeliza Centeio: That's correct.

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Jesse Stakes: So I guess the question that I'm getting to with you on that is, is it? Has it become almost more profitable or more successful to to almost target this, the split in the audience that you identify with, or should we be focused on getting back to, you know, a more generalized approach to where politics don't dominate, how we are choosing what products and services that we choose to use.

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Yeliza Centeio: Yeah, there is no right or wrong answer to that. I have had clients where we have to have those conversations, and I always start. I I love data. You know this by now, you know, go back to episode 60 like a lot about data. I I feel like.

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Jesse Stakes: I feel like your husband reads to you from a math book when you guys go out on a date so.

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Yeliza Centeio: Oh, he needs to come correct.

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Yeliza Centeio: But you know that doesn't mean that data drives everything that I do. But it's where I always start. I feel like when you don't know. You need to take a step back, look at the data.

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Yeliza Centeio: digest it, and then make your decision. That's right for you from that moment on, right? And so what I do in situations like that is, I go back to customer data. I'm like, Okay, well, let's take a look at your existing customers. Let's send out a survey. Let's entice them to take that survey. You know whether it's a discount, a promo, or a gift card, or whatever it may be, because you need to incentivize people for something that you're gaining.

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Jesse Stakes: Right.

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Yeliza Centeio: Polls on social media, whatever it is, so that we can get these fields, we'll tap into some 3rd party data providers, which.

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Yeliza Centeio: again, because of all the privacy laws like if we are, if it's public or not, and thankfully, political parties, data is public and get that from the census. So that's easier to tap into. We collect all of that. And we then inform our clients of what percent of their audience leans towards what. And

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Yeliza Centeio: I feel like politics are no longer just the blue side and the red side politics, now extending in terms of how you identify as a person, and how you even identify ethnicity? Wise? It's no longer just male female, your Hispanic or not Hispanic. There's so many nuances that have become political in nature, and so we provide our clients with all of that data, and we let them know what percent of their current customer base leans, in what direction.

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Yeliza Centeio: And then we also look at their prospects, because sometimes your customer base your core base is one, but you aspire to grow your business into other types of customers or segments, and so.

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Jesse Stakes: Right.

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Yeliza Centeio: That view as well, because the last thing that I want is to inform my client, based on what's going on today and damage the future? So we give them those data points. And we say, Okay, based on the data, here is our recommendation. If you really want to lean into this message because it is core to you, to your brand values.

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Yeliza Centeio: Here are the facts. How does that feel for you? And we provide some scenarios. One thing that I love to do in the business is, think about everything that could possibly go wrong, not because I'm a pessimist, but because I like to be prepared, and then make sure that we are prepared with responses. If we can look at everything that could go wrong. And we've got responses that we're comfortable with, take the risk because one of my favorite things to do. And I don't know if we could swear on this. Podcast, but I.

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Jesse Stakes: For it.

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Yeliza Centeio: Found to find out like when we don't know.

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Yeliza Centeio: We just do it. And then we see. But we are calculated with that, you know we are. We're not reckless. We don't just say.

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Yeliza Centeio: Yeah, let's go ahead and start talking about how we feel about Trump versus biden publicly to our customers and see what happens. No research we prepare. We think about everything that could possibly go wrong. We also think about the things that can go right. But you know that's usually a shorter list, and we prepare for all of that. If we feel good, we pull the trigger.

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Yeliza Centeio: and let's be honest. There are a lot of times when, where my clients stand is not where I stand. I am mature enough to, you know. Divide that up, and there's mutual respect there, and I think that what has allowed me to have that mutual respect with my clients is being upfront and honest and like Hey.

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Yeliza Centeio: I respect your viewpoints.

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Yeliza Centeio: These are mine because of who I am, you know, nationality, wise or whatnot, or whatever plays a role in my thinking.

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Yeliza Centeio: this is what's part of my values? You respect that. I respect yours.

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Yeliza Centeio: and we kind of leave it at that. And it becomes just business conversations versus personal attacks. And I think that that is another thing that needs to happen in our industry. We need to have those upfront and honest conversations like you said. We can either keep tiptoeing on these eggshells.

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Yeliza Centeio: and we know they're there, and we're trying.

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Jesse Stakes: Right.

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Yeliza Centeio: Then it becomes worse, or we can just be upfront and honest and just agree to be humans. First, st I think we're losing touch of that.

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Jesse Stakes: 100%. Well, I feel like I grow more, and I learn more by listening to other people's perspectives rather than just staying in my corner, and you know, being staunch in whatever I think that I believe it's I think it's that old Abraham Lincoln quote where he says, you know. Show me the basically show me the value of someone else's opinion, and I'd be willing to change mine, or, however however it goes, I think I just butchered the heck out of that. But but the point is, this point is made is, it's like, if you, if you can show me your perspective and you can show me why you believe what you believe.

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Jesse Stakes: Well, then, if I'm not stubborn, if I'm not, you know, too bullheaded, then it gives me the opportunity to grow as a person and as a business person, you know, it gives me the opportunity to open up my market and understand people better. So. Yes, I mean, like, I think, that we have.

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Jesse Stakes: We have a tremendous opportunity to, you know, to pull ourselves out of something that I think has been very negative in this country and in the world. Really, I mean I and I don't think it just stops in the United States. I think it's really, it's something that has infected many countries. I mean, whether it's Canada, the Uk. Australia, everywhere. It's just

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Jesse Stakes: like, and I think that some of it really is because it has become a business practice. People have figured out that if you divide an audience, and if you give somebody a flag to identify with, or a, you know, something to identify with and say, Hey, I belong in this group, then it allows people to identify with a product or identify with a service and say, Well, they're my people. I'm going to buy from them, and it's I think, that you know. I think it has hurt society. It may have helped some companies grow. It may have helped some people raise a lot of revenue, but it has definitely hurt company.

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Jesse Stakes: It has hurt. It has hurt our country or it hurt. It's hurt us as people. I think. One thing I wanted to get to is that I believe this is like where you're talking about cookies a lot when you're talking about like identifying people's personal information.

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Jesse Stakes: And I've noticed, like when I'm just, you know, if I'm out on a website that I used to be on. And I just used to go on it. Now, when I go to that website is asking me and saying, do you want to allow our cookies? Do you want to deny all of them? Do you want to allow some of them? Is that what you're going to start seeing with everything is that is that kind of is it because of these privacy laws?

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Yeliza Centeio: That has been a mandate for a few years now. So we also build websites, too. And we don't let a website go out without that banner. Particularly if it's a brand that is outside of a specific state, like, I do have one client whose website we did. And we didn't have to put that banner up because they are only licensed in Massachusetts. They can only, you know.

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Yeliza Centeio: do business in Massachusetts and Massachusetts. Privacy laws are a little bit more lenient. You know they don't have the Ccpa like California does, and a few other things, but they still do have privacy laws. So we have a privacy policy page. But

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Yeliza Centeio: having that banner isn't a huge requirement for such a small business in one little area. But what we did is we restricted the website, right? So the website can be accessed through anywhere else. And all you can do is contact. That's an exception to the rule.

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Jesse Stakes: Got it.

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Yeliza Centeio: Had a big little exceptions like that which happen a fraction of a percent of the time. Every website that is billed has to have that data privacy banner on it

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Yeliza Centeio: on my interval website. It has it, too, whether you are transacting to the website or not, because you are collecting data through, you know, having Google analytics or pweek or any other tracking platform, you are collecting some demographic data, even if it is basic demographic data. And so you need to be upfront and honest. With that you need to have a privacy policy, and your privacy policy has to state

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Yeliza Centeio: what it is that you intend to do with the data. If you have a website where all you do is collect email addresses through a contact. Us button.

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Yeliza Centeio: you need to say that that email address is going into your Crm platform, and you need to disclose what Crm platform that is, and have a paragraph or 2 that summarizes their privacy policy. Because now you're taking this email that has been provided to you. And it's going into a 3rd party platform. And so all that has to be disclosed.

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Yeliza Centeio: and whether or not you're accepting or rejecting cookies. It doesn't mean that you have immunity. I feel like that is a misconception that people think. Oh, I went on this website once I clicked to do not track me, and I'm still being tracked.

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Yeliza Centeio: Every time that you open a new browser session.

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Yeliza Centeio: You're renewed essentially.

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Jesse Stakes: Got it.

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Yeliza Centeio: So you have to make sure that you are staying on top of that, and that you are constantly if you are revisiting a website that you are selecting your choice again so that that website doesn't follow you. It's very similar to an app experience. Where now you open the app and the little bubble comes up that says like, Allow app to track me only while using the track, or not at all.

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Yeliza Centeio: Same thing. Every time you open that up you're going to see that message because you don't have immunity from that privacy protection. It's only in that session itself.

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Jesse Stakes: Until you say allow, and then you'll never see it again.

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Yeliza Centeio: That is very true. That is very, very true. And you know, and I know there's been a lot of

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Yeliza Centeio: ever since the 2,004 debacles right? With Meta. And the time was just Facebook. It has been a bit of a nightmare and a mess from a marketing standpoint when it comes to how we respect our consumers, data and their privacy. But then how do we use it to drive our business? Because that is what marketing does. And I think what people need to understand is, yes, marketers have access to a lot of data. And yes, we use that to target you. But no, we do not know who you actually are.

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Yeliza Centeio: and having access to this kind of data actually improves how we service you, because the last thing you want is to be getting ads for things that are completely irrelevant for you. You're not going to avoid ads. Ads will exist forever. They've existed for many, many centuries, they're going to continue to exist. Advertising is what pays for all this free stuff you have.

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Yeliza Centeio: So if you want to access a free app that is really cool.

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Yeliza Centeio: Someone has to pay for that. It's not actually free. And so it's the advertising that helps offset those costs so that it can be free to you. And so allowing data to be collected doesn't mean someone's going to show up at your house and try and shove a sail down your throat.

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Jesse Stakes: No, I think I think that where people get afraid of it or people get nervous, it's like, if if we're sitting here talking about.

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Jesse Stakes: I don't know if if we're talking about auto insurance or and I just said that because I just saw an auto insurance ad on my computer. But it's if I'm looking at something. And then all of a sudden, I go on my Facebook. I go on Instagram, or go on anything. And all of a sudden. All I see is auto insurance ads. I think it scares people. It's scared like the invasiveness of what they perceive it to be, whether it's true or not, because they all come on, you know, 60 min or on television shows. And they say, Oh, we don't listen to you. But somehow.

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Yeliza Centeio: Right.

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Jesse Stakes: A 100%. And it's and it's they know, though, that if they say absolutely, we listen to you, that people are going to freak out and throw their phones in the water. And it's and the thing about it is, though, is, I think, the invasiveness is what people are are have gotten so

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Jesse Stakes: paranoid about or scared about. It's not necessarily the ads per se. Nobody, you know everyone, you know. They get frustrated. If commercials come on their favorite television show. But but when you get it's it's not even necessarily. I want to see ads that benefit that would benefit me. But I think where people get afraid is like, it's like, Okay, you're targeting me so specifically, or you are getting so

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Jesse Stakes: like, so intimate with me as a person and taking over things that I don't want you in per se. I think that's where people are like. Hold on a second.

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Jesse Stakes: I don't even know like it's like that whole confused mind say no thing because they I don't even know what you're doing, but I don't want you to do it. And so even the beneficial marketing. Even the beneficial data that's being collected now gets lumped into like a basket with stuff that they feel is invasive because you're a hundred percent right? The world runs on data, and it always has. It's just being collected more efficiently in today's world than it than it ever has been. I mean you look at sports in today's world.

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Jesse Stakes: and if you look at baseball just to pick one, an outfielder will pull a card out of their pocket because they know where the batter, that where they've hit the ball all year long, and they're tracking that information that data every single day. And if you looked at baseball 20 years ago, they might say, oh, I think he pulls the ball. Let's let's shade him. Let's shade him to the pull side of the field. So it's like the world has changed. It is a different place than it was 20 years ago.

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Jesse Stakes: That leads me into something else. We were talking about off camera is artificial intelligence and its role in marketing, and how it's starting to play into this. Tell me a little bit about your thoughts on that, because I think that that's a whole nother step into this where it creates more efficiency. It drives, you know, it drives.

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Jesse Stakes: you know, improvements in data collection. But also it's another thing where people it's that scary shadow that people don't know much about. And so, you know, again, confused minds say, no help shed some light on it.

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Yeliza Centeio: No, I think that is a a really great question, because here's the thing. AI is not new.

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Jesse Stakes: Isn't it.

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Yeliza Centeio: For decades. It's how we are using it today that feels new to us. Right.

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Jesse Stakes: Percent.

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Yeliza Centeio: Especially with the rise of Chat Gpt, I feel like that's really where it started to become a little bit more widely accepted. You know, it was things like, I think it was like last summer. I remember one of my neighbors just sitting down with us and saying like, Hey, have you heard of this thing called Chat Gpt. Something in it gives me all this stuff, and for me I giggled a little because it wasn't that new right.

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Jesse Stakes: Right.

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Yeliza Centeio: But it's still so new for so many people that it feels like AI is here right where, if AI has been here, you just didn't realize that you were engaging with it in any way or another like, let's go back to your insurance example.

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Yeliza Centeio: That is AI, that is an algorithm that was developed to say, if someone engages with an ad that has to do with insurance chances are they're in market for auto insurance. It goes into a platform that spits out every ad possible that has to do with insurance based on what that advertiser was willing to bid. That's AI, and we've been doing that for a very, very long time.

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Jesse Stakes: Right.

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Yeliza Centeio: You know even things like when you are boarding a a flight. All that system that is AI generated where you're able to scan your QR code. And all of your data comes up and it's facilitated for you. And it tells you like, where you're gonna sit based on what's available. The interactions between those systems are artificial intelligence. Because there isn't an actual person looking at a log and saying these seats are available. We can place this person here. It's artificial intelligence doing it. So if you think about

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Yeliza Centeio: all of the connections that you've had through your travel journeys, personal journeys, anything. It's all AI generated. How we use it today has changed from a marketing standpoint. So what I'm hearing a lot is, agencies are going to become extinct because I can create ads. With AI, I can create a logo with AI, I can use chat, Gpt, to rewrite my entire website and do my blogs. What's the need of an agency.

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Yeliza Centeio: And here's the thing.

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Yeliza Centeio: Garbage in garbage out.

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Yeliza Centeio: If you don't know how you're properly feeding these AI engines, and you are not clear on the direction that you're going in. You're going to get crap and.

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Yeliza Centeio: Yes, these ais, they their numbers, you know, they're ones and O's. They're they're not actual

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Yeliza Centeio: people with common sense and context. And so it is an ecosystem that is just loaded information that it's bite sized. And every piece of information is a letter or a word. It's not a cohesiveness, and your input is what tells the engine how to then piece all this information together. So one thing I tell my clients, is before you use AI.

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Yeliza Centeio: I'm not saying, don't use it, use it. We're all using it. We use it to an integral like. You have no choice. You cannot.

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Jesse Stakes: Right.

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Yeliza Centeio: While you cannot avoid advancement in life, use it wisely.

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Yeliza Centeio: create your own gifty so that you have some privacy right? Because if you're using just the generic chat, Gpt or just generic Gemini, or whatever it may be. That is now data that's in the ecosystem that gets shared. And if you don't want it shared, you need to create your own private

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Yeliza Centeio: AI, ghostwriter and give it rules. Tell it what it's allowed to share and what it can't share right? Because your data is yours. Your privacy is yours, and your brand is yours, and anything you put on there now belongs to the world.

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Yeliza Centeio: So you've got to be safe from that standpoint. Never use

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Yeliza Centeio: any public AI to host any of your customer data. That is a complete no, no, I have had some clients come to me and say, Oh, I took the the list from my Cms. And I uploaded to Chat Gpt, and it gave me this, and I'm like that is

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Yeliza Centeio: a legal situation.

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Yeliza Centeio: Let me contact my lawyer like, what have you done here? So be mindful of how you're using these platforms be respectful of other people's privacy, and what information they're feeding to you that you're now feeding into this tool.

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Yeliza Centeio: and from a brand standpoint, if you're going to use it. Make sure that you have a cohesive brand story that you're feeding into this algorithm, that you're telling it what your brand guidelines are in a very clear and concise way that the engine can understand. Make sure that you are clear in the inputs that you're putting in there so that the output you get is valuable. Otherwise what's going to happen is all these brands are going to start sounding like Chat Gpt.

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Jesse Stakes: Right well, and I guess

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Jesse Stakes: part of part of what you said, too, is, as far as when people are uploading things.

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Jesse Stakes: it's it's continually utilizing that. So I mean, Chat Gbt is gonna start sounding like everybody. Or it's gonna be. It's almost like you're creating this huge sounding board. That's all being kind of melded into one thing.

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Yeliza Centeio: Correct. One thing that I did, and I thought it was hugely beneficial. And also this is a shout out to my friends at Brenda with data, Patty, whom you had on on your show last year as well. I actually worked with them on creating my celestial business plan. And basically it. It goes into a much more geeky realm of things. Here

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Yeliza Centeio: it essentially takes your your date of birth, time of birth, and place of birth, and it collects all of your gene key and human design data. And then the output is this 70 plus page document that you can feed into chat Gpt so that it can start to create your brand like your own personal tone of voice, so that it sounds more like you. Now that's a lot of pre work. But it's a great experience

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Yeliza Centeio: of the type of work you need to do behind the scenes for AI to truly work for you, because if you're just

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Yeliza Centeio: giving it a quick, input the output that you're gonna get is not going to sound like you. It's not going to be you. If you're doing it from a brand standpoint. It's definitely not going to sound and look like your brand. And people notice. People do know now when someone is using chat gpt, and when they're not, and I'm not just picking on Chatgpt. It's just the only one that's coming to mind now, because it's the one that's more widely used.

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Jesse Stakes: Sure.

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Yeliza Centeio: You know, same thing goes with Gemini and all the other ones.

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Jesse Stakes: I think it's I mean, you've got. Microsoft has their own Twitter, or or X has its own. Now, I mean, it's they're all trying to build. They're they're all trying to build a better mousetrap because I think that there's they're they're looking to.

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Jesse Stakes: I don't know. It's kind of like it's like Q-tip in A, it's like Q-tip in A in A in a cotton swab. Essentially, they're trying to become that that brand that everybody thinks of when they. And right now, like you said Chat Gpt has become that you know that name that everybody goes to. They might not even use chat, Gpt, but that's what they say. Half the time.

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Yeliza Centeio: Exactly, and even with Linkedin we all use Linkedin from professional networking standpoint, and when you are putting in a post.

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Yeliza Centeio: the 1st thing you see, is this little glowing button that says rewrite with AI. You can certainly give that a shot and see what it is. But people will know like. Sometimes I'm going through, and I'm reading some of these posts, and I'm not trying to criticize. But I can tell if it is that person's voice, because I know them, and I can hear their voice, and I can't hear it in that post. And just don't lose yourself.

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Yeliza Centeio: Use the technology that's available to make your life and your job easier, and so that you can, you know, populate more, work a lot more fast, but don't lose yourself in the process, and don't sacrifice efficiencies.

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Jesse Stakes: Right? Well, and I think this is, you know, this goes along with something else that we had talked about about, you know, having emotional clarity, and being able to show your creativity in your business like through your brand. And I think that

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Jesse Stakes: you lose that a lot when you, when you're utilizing when. And I think that people do put their trust into technology a lot where they think, okay, it's better than I am. I hear that a lot where somebody will say, well, they can write a better email than I can. So they take almost every professional email that they write or they do anything, and now they're passing it through Chat Gpt, or through Gemini, or any of these, because they think it's smarter than me, or I'm not that smart, so I'm going to use it. But it's

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Jesse Stakes: but you lose some of that creativity. You lose some of yourself in that.

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Yeliza Centeio: Exactly, and you know I'll share a personal story, too. I over the holiday break I was working on my own rebrands, you know, kind of like I do so much brand work for so many clients, and I never take the time to nurture my own brand. And I was like, oh, this feels like a little situation so like, let's take care of integral. And so I went through the whole process. I did my value, proposition, and design work I treated Integral like it was an integral client.

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Yeliza Centeio: and at 1 point I was feeling a little exhausted and overwhelmed, and I went to chat Gpt. And I just started typing things in. And I was kind of brainstorming with this robot.

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Yeliza Centeio: And at the end of this brainstorming conversation it gave me such a heartfelt message. It was like, you're doing an amazing job like, keep going at it. I know that things can sometimes get hard in the business. It was like giving me like really cute advice.

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Jesse Stakes: Right.

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Yeliza Centeio: So like I got a hug from Chat Gpt, and I kind of get scared. Then I said, Wait a minute. Why am I having what feels like an intimate conversation with an AI. And all of a sudden I got the warm, fuzzy feel.

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Jesse Stakes: Okay.

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Yeliza Centeio: Was so disturbing. But I laughed about it because

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Yeliza Centeio: it's the world we're living in now we have.

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Yeliza Centeio: We have these external resources that we can tap into that we never had before. They will not be going away. They are here to stay just like people were freaked out by Alexa before Alexa still working, Google still has theirs like the ring camera. All that is AI.

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Yeliza Centeio: We just need to know how we're using it for ourselves and just don't lose ourselves in the process. And you know I do have one client that for 2025. They decided that they wanted to have a smaller scope because they want to really tap into AI, and everyone's looking for ways to save money, especially coming off of a hard year like 2024 was, and I said, You know what

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Yeliza Centeio: I respect, what you're doing. I respect what you're trying to do with your business. No worries. I'm not going to shovel my services down your throat, but let me set you up for success. So we worked on brand tone of voice documents, and we worked on. You know all these Pdfs that can be uploaded to Chatgpt. We did different versions of their brand story and elevator pitches, so that we can provide Chatgpt with. If, then, scenarios.

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Jesse Stakes: I didn't.

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Yeliza Centeio: It's typing in X prompt. You're going to want to look at these things. And you're kind of just training this engine so that it can be effective for you. And I did get an email from her

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Yeliza Centeio: yesterday telling me that she was able to write 3 blog posts that sound nothing like chatgpt and sound just like her. And she was excited to put them on her website because of the pre work that we did. And so, you know. I guess it's a very long, winded way of saying, use it, but it's not you. It's not smarter than you. You are. The secret sauce. There you have your power. Don't lose that train it to be more like you.

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Yeliza Centeio: but make sure that you don't lose yourself in the process.

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Jesse Stakes: And I think that's great advice, and I think it's that way. You you maintain your authenticity as a business. You maintain your authenticity as a person to where your voice is, what's overriding that of any automated tool that you're using.

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Yeliza Centeio: Exactly. And you know I also hear from a lot of people. Oh, I don't want to spend a lot of time writing blog posts. Nobody reads blogs anymore, but we know that we need it, and you need it for SEO purposes. You know all these search engines, Google in particular, their crawlers.

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Yeliza Centeio: They don't care about all the videos and reels that you're putting out there. They can't read that code right? They can't see the images they read text.

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Yeliza Centeio: and they read from top to bottom. And so the more text that you feed your website a continual basis, the higher chances you have of ranking organically, and the more relevant your website becomes over time because SEO is a long term game. It's not a short term thing. You don't just set it up with some descriptions and titles and call it done. It doesn't work that way. Content and continual content is what helps blog posting is a big part of that.

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Yeliza Centeio: And so a lot of people just want to use chat, Gpt to kind of check that off the box. But here's the thing.

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Yeliza Centeio: Well, yes, I see the benefits of that.

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Yeliza Centeio: Someone someday will read that blog post, and you want to make sure that it's still authentically you that it's still authentically your brand, and that it still sounds like you, and not a robot.

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Jesse Stakes: No doubt. No doubt I feel like we really, you know, kind of, we touched on a lot of things today. We scratched the surface with a lot. But there's a ton of things. All of this stuff is relevant for 2025. You talked about rebranding. You talked about kind of, you know, refreshing your brand.

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Jesse Stakes: Tell our audience, what are you looking for in 2025? Who are you looking to serve? What are you looking to do with your company.

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Yeliza Centeio: Yeah, so one of the areas we've had a lot of success with. And I really want to dive into more in 2025 is the brand rebuilding. There's been so many instances where we've worked with startups that say, Oh, I am so clear on my vision and my brand, but I'm so busy working in the business that I don't have time to think through how this impacts the future. And you know the different customer segments that we can tackle.

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Yeliza Centeio: and that's really where we come in, and we serve as the magic piece where we can take that off their plates and give them a sound box, but also like a clearer picture of where their brand is today, but where it has the capability to grow and grow into, because sometimes, as business owners, we're so busy growing in the moment.

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Yeliza Centeio: In that grind that we lose sight of the bigger picture. And then 2, 3 years go by and we're like, why am I still in the same place. I've been working so hard. Well, you never took time to really make sure that there was clarity in your brand voice, your brand direction, and how you were communicating your brand outward, because when you do those things and you take those steps, you are setting your brand up for continual success in the future as you're working and grinding.

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Jesse Stakes: Right and growing and so I really want to tap into that educational factor. More, I think more brands need to take that time out, just like what I said I did with integral over the holiday. I took that time out.

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Yeliza Centeio: I invested back the time into bringing it back to day one in my business and saying, it's been almost 5 years of business. What have we accomplished? What have we done? Who have we worked with? What were the projects that brought us the most joy? And how do we want to evolve that. And how does that change our brand? And I made changes to the content on my website, subtle

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Yeliza Centeio: because there's still a lot of my brand that I love and want to keep. But I made enough of change so that it inspires myself and the team to go after these types of clients that want to really take a step back, look at their brand.

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Yeliza Centeio: talk about the value proposition again. Make sure that they look at their logo. Does the logo really match where they are today? Does the Company Mission still match where they are and where they want to go? Do the values that were assigned 7, 8 years ago, when the business started still align. Today.

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Yeliza Centeio: there's so much that gets forgotten in that hustle

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Yeliza Centeio: and that grind, and if you don't go back to that and realign yourself. You're just going to keep getting stuck in that hustle in the grind and come January 2026. You're going to be asking yourself what happened. Why am I still here?

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Jesse Stakes: 100%. Well, and what I hear you saying is is in where I think sometimes people

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Jesse Stakes: hear the word rebrand, and they get nervous because they think I'm going to change everything. And it's not about changing everything it's about. It's sanding off the rough edges. It's refining your message. It's refining the look of your business, and I think that you're a perfect person for people to help people with that. If if they hear this, if it resonates with them if they're interested. What's the best way for people to get a hold of you?

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Yeliza Centeio: You can email me. Dm, me on Instagram Linkedin, or even just head to my website. Everything is integral. Underscore, Mktga, Dv, so that's the acronyms for marketing and advertising. And my email is YCEN, TEIO. At integral dash. Mktga dv.com.

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Jesse Stakes: Fantastic. I'll make sure all of that is underneath the video. When we put this out, it'll also be with the podcast so thank you so much. I always learn something when we speak. I hope that you'll join us throughout 2025, several times through the year, as things change, because we've got a lot of things coming up, and I hope that you'll you'll provide your commentary and and kind of tell us what it means from a marketing and advertising perspective.

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Yeliza Centeio: I would love that. So let me know when you want me back. I'd love to come back. I love talking to you. I love your audience too.

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Jesse Stakes: Thank you. Fantastic talk soon.

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Yeliza Centeio: Okay.