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MARKETING

Digital Marketing

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HOW DIGITAL MARKETING WORKS

Digital marketing uses numerous ways of strategies to succeed in one key goal of successful business. All the different strategical ways of digital marketing will help an organization to generate website traffic, brand awareness, product / service awareness and convert leads into loyal customers. Like how equally all the employees work for an organization with one motive, the same way digital marketing strategies work towards flourish of the business.

That being aforesaid lets dive deeper into additional details concerning the major digital marketing strategies:

SEARCH ENGINE OPTIMIZATION

Every time when you like to purchase anything or get information or want to know more about any topic, you do a search in internet. There are many searching software’s like Google, Yahoo, Bing etc… are available to do this job. They are called search engines.

When you start your search in any search engines, the software will display the results based on your search words. These search words are called as keywords. Customer will find his requirements almost easily from first three pages form the result displayed by search engines. That’s where SEO part come into play.

So optimizing your company website to be search engine friendly is called search engine optimization(SEO). It is very important to get a chance to grab potential leads into customers for your business. SEO takes lot of time, effort and patience to get organic traffic to your website.

SEO also help you to get more information on search behaviour, competitor analysis, ranking position of your company website in result pages, etc…  SEO is a gem changing strategy when you use appropriate keywords and phrase related to product or service search.

Visibility is the first step to grab customer attention towards your business. So SEO plays an influential role in digital marketing. SEO is an organic way of ranking your website in search engine result pages.

PAID ADVERTISING

The fastest and easiest way to reach customer is through advertisements. But advertisements are expenses to company as it is a paid method. The different medium to go for paid advertising are Google, Facebook, Instagram, pay-per-click (PPC) and many more. The focus and specifications of the advertisements are more related to user or customer specific.

As Google is the world’s largest among all other search engines, most advertisements are displayed here. These types of advertisements are called pay-per-click (PPC). PPC uses search engines to present the advertisement to users or customers. In the search engine result page, the results displayed with sponsored tagline are the paid advertisements.

These advertisements are extremely effective as they grab customer’s attention very quickly and easily. These advertisements additionally involve retargeting. Retargeting mainly focuses on customer behaviour and customer specific, that they target only those customers who left their shopping experience in-complete.

Not only text and images, but also videos will play vital role in paid advertisements. Video advertisements are gaining more popularity in recent days. Video advertisements help customer to easily remember about company and its products. Some of the video advertising platforms are Facebook, YouTube, Vimeo, etc…  The PPC campaigns really boost the business’s performance. They also work great in bringing traffic to website.

WEBSITE MARKETING

One of the biggest marketing assets that facilitate the potential leads into customers is the website. A customer will spend more time on website to get all related information that he / she require. Customer will find his / her required product or service in the website and proceed for the final purchase. An average customer spends major quantity of time on the website, if it is of more interactive like an ecommerce website.

So to keep the customers more engaged, the website should be well optimized with very good content. The user experience of the website should provide better experience when customer visits your business website. Nowadays website is face of your business and creates best impression. So achieve your goal, the business website should be well optimized and well designed for user experience.

So concerns about website graphics, design, overall layout and good content are confine in customer mind and helps in yielding the results for your business. The different mediums that a customer can find your business website is like search engines, social media, etc…  There are two types of websites, static and dynamic.

A product website represents the business’s products, while the service website mainly concentrates on customer interaction tool for their services. These types of websites are called dynamic website. The static types of websites are mainly used to convey general information or a catalogue type website, just do display the information. Static websites doesn’t interact with customers.

The major objective of the business website is to keep the visitors more engaged with your product or services that your business provide. The key points to recollect while designing and developing a business website are:

  • Website should be easy in use and navigation
  • Website should have a clear call to action button
  • Website should contain important pages like FAQ, Privacy policy, etc…
  • Website should be well optimized in terms of SEO
  • A search option in website will help customer to find the required
  • Website should be optimized for mobile view
  • Website should contain fresh and quality content, and many more to go.

CONTENT MARKETING

Content marketing holds a valuable place within the world of digital marketing. Without content marketing it’s very difficult to engage the audience into your business. The most important tool to get into audience mind is content marketing. It acts as a link between customer and your business.

Basically content marketing is used to get interacted with customers. The majority of the interactions between customer and business will happen through content marketing. The important messages related to business are conveyed to customers is through content marketing. The content marketing will help the business to build client base, brand and other associated interests related to business.

Different kinds of content marketing are: EBooks, blog posts, images, podcasts, infographics, testimonials, social media posts, videos and list goes on. All of these kinds will contribute in creating awareness among customers concerning to the business. Even the campaigns made using the content marketing will help the business to get grow in respect to customer maximization.

In this era of independent world, content marketing will increase the leads into three times more as compared with the earlier topic, i.e. paid advertising. Thus it is well worth of adding more effort in developing an amazing content.

Effective content marketing will educate and inspire customers who are seeking information about their requirements, i.e. a product or a service. So you should add your effort in creating a content in such a way that it should reach to relevant audience. The information provided through content marketing should be more resourceful and trustworthy in terms of your business.

SOCIAL MEDIA MARKETING

One of the foremost trending and effective way of doing digital marketing is social media. The revolutionary changes happened in social media has delivered an incommensurable level in business marketing. As consumers behavioural information is available completely from social media platform, helped the businesses to throw darts at targets successfully. Social media marketing will help the business owners to reach the potential leads and convert those leads into useful customers.

With the ever growing variety of social media users around the world, exposure of your business is also growing. Social media is a golden platform as users spend their majority of time in these platforms. This will help the business to get connected with users and convert potential leads into customers. Not only for customer service, we can also use the social media marketing to get engage with customers from other options like running ad campaigns, contests, etc….

You can use social media platform as a peer-to-peer sharing opportunity about your business. The key to effective social media marketing is to be active in social media business accounts. Lots of audience will get impressed with the content that you posted in social media platforms. That content will also inspire the audience to share it with their peer members and will boost them to become your potential lead.

Few famous social media platforms are:

  • Facebook
  • Instagram
  • Twitter
  • YouTube
  • Pinterest and many more

EMAIL MARKETING

According to Forbes, a person checks their mail fifteen times a day or even more. Email marketing may not be the primary tool in digital marketing but is a very important medium to communicate to customers about your business. The more often used form of communication in sending business updates to customers is email marketing.

Email marketing will help in creating loyal customers and increases the chance of repurchasing. Most of the business use email marketing to send newsletters, promotional offers and any other updates related to business.

To get succeed, your marketing emails should satisfy the main core attributes. The important attributes that your email campaign must contain be engaging, relevant, informative and entertaining. With more than two decades, email remains the fastest and most direct way of reaching the customers. Email marketing is trustworthy, relevant and good strategic channel of digital marketing.

AFFILIATE MARKETING

As the name suggests itself, affiliate marketing involves association with another person so that he/she acts as a brand ambassador for your business. That brand ambassador will help in engaging with potential customer to promote your business products and its services. The successful individuals and influencers will become brand ambassador for your business.

Reaching to large number of audience and promoting your business is more effective through these brand ambassadors. You can choose the affiliations according to your business structure and niche. Structure of your marketing strategy will help the ambassadors to execute them and do digital marketing of your business products and services.

The influencers or the ambassador will use different mediums to reach out for large number of customers. Influencers will get connect to their audience by social media like Facebook or Instagram etc…. and other way is through blogs and video channels. Affiliate marketing will help the business to bring brand awareness among large audiences.

CONCLUSION

Knowing the above basic information provided in this blog will not make any one successful. The digital marketing is very vast subject and most time consuming. So to become a good digital marketer one has learnt more deeply by dedicating time in learning the topics.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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