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How to explain marketing operations at different levels: From children to experts

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Adult male and little boy lying on carpet staring at each other

Marketing operations can be a confusing subject. You will probably get blank stares when explaining marketing operations to someone else, especially if that someone is not in marketing or business.

In this article, I’ll try to explain marketing operations to people of different ages, with increasing levels of detail and abstraction. I’ll start with explaining the concept to a child, the I’ll more on to a teenager, a marketing graduate student, a marketing professional, and then an expert in marketing operations.

Tell it to the children

I’m going to tell you about marketing operations. Marketing is something businesses do to get people to want to buy their stuff. Think of commercials and big billboards. Now, pretend you received a flyer in the mail that has a picture of a teddy bear and how much it costs. That is called an ad, short for advertisement. Some marketing people come up with the idea for what the teddy bear ad will look like and what it will say.

Now there are other marketing people, whose job it is to send you the ad in the mail, and also determine if the ad is doing a good job at helping the business sell more toys. These types of marketing people also do that for all types of marketing, like the commercials and big billboards, and advertising across the internet. These types of marketing people work in marketing operations.


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Easy for teens

I’m going to tell you about marketing operations. Marketing is all of the activities businesses do to sell more of their products and services. Many think that marketing is simply making commercials, but today most of marketing is digital – think of ads you see on Google, posts you see from influencers on social media, and also emails from brands in your inbox.

Now, there are a lot of tools that marketers use to create marketing in all of these different places. These tools are typically online services. For example, marketers can use an online service to create marketing emails, and another service to create YouTube videos. Marketers also use these tools to track whether or not their marketing campaigns are helping the business sell more products. The marketers that manage these tools and the data that comes out of these tools work in a specific area of marketing – that area is called marketing operations. 

Harder for the marketing grad student

I’m going to tell you about marketing operations, which is a function within the marketing department. Marketing today is becoming increasingly sophisticated. A single offer can be deployed across a multitude of channels and platforms, and these activities generate an immense amount of data. Businesses use a variety of marketing tools and services to manage these activities. Some of these tools can be quite robust, and require a team of people to manage and operate. These marketing tools need to be connected together to help personalize marketing campaigns, track customer touch points, and unify data for analysis and decision-making.

The marketers that manage these tools tend to be tech savvy, and fluent in online marketing and data science. This function of marketing is known as marketing operations, and they manage the different tools, processes, and data to ensure that all marketing efforts are running in an efficient and profitable way.

Gloves off for the marketing professional

I’m going to tell you about marketing operations. This function manages the Martech stack, which typically includes a marketing automation platform (MAP), a customer relationship management system (CRM), a customer data platform (CDP), advertising tools, data services, reporting systems and more. They ensure these platforms are implemented and adopted correctly and that data is integrated across the entire Martech stack.

In addition, marketing operations ensures the outputs support various stakeholders, such as customer intelligence for a sales team, and revenue reporting for finance and leadership. The marketing operations charter often includes: planning and building campaigns, marketing system administration, data analytics, training and enablement, and building internal products and features to support the marketing organization.

Read next: An in-depth look at marketing ops and marketing ops professionals

What the expert needs to know

Marketing operations today is rapidly evolving. What once was a function that owned campaign execution and the marketing automation platform, is now growing in scope as businesses become more reliant on digital and data. There are two paths emerging. The first path: marketing operations professionals dedicated to ensuring that marketing runs like a business, and is viewed as a profit-center rather than a cost-center. The data and process requirements for this undertaking are staggering, and marketing operations is shifting into a more strategic role to determine which projects are priority and which will yield the highest return-on-investment.

The second path relates to the overwhelming complexity marketing teams face, namely the explosion of platforms and the need to synchronize and unify big data. This path requires technical mastery, especially within the enterprise Martech space. Large technical problems require marketing operations experts to bring innovative solutions, simplify complexity, and often build custom products to operate marketing at scale. Today, the two paths are blurred, but I wouldn’t be surprised to see the bifurcation of two separate functions in the near future.

To sum up, marketing operations is sometimes a confusing topic, but an exciting one, that will truly shape the future of marketing profession, and business as a whole. Which explanation did you like best?


About The Author

How to explain marketing operations at different levels From children

Darrell is an award-winning marketer and Martech professional. He was named one of the top Martech Marketers to Follow in 2020, won the Fearless Marketer award in 2018, is a 2X Marketo Champion, and is a certified Salesforce Administrator. He has consulted for several Fortune 500 companies including General Electric and Abbott Laboratories and currently leads marketing operations at Amazon Web Services where he helps empower hundreds of marketers to build world-class customer experiences. Darrell is a frequent speaker at martech events, and regularly posts thought leadership content on Linkedin and Twitter.


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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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