Finding a new job is a job in itself. It takes time and effort to apply, interview, and eventually land a position — even when you’re completely qualified.
It took me close to nine months from the moment I decided it was time to start searching for a new role to my first day at HubSpot.
Long story short, searching for a new job or finding your dream career isn’t always an easy process. It can be stressful, time-consuming, and difficult. But, no fear — that’s why we’ve created this guide. Follow along, and the process will feel significantly less intimidating no matter your industry, job experience, or career goals.
How to Find a New Job
- Consider your personality
- Think about your skills
- Reflect on your background
- Brainstorm your career goals
- Create a list of companies you’d love to work for
- Consider companies that are similar to your ideal companies
- Network professionally
- Clean up your social media accounts
- Update your LinkedIn profile
- Prepare your resume
Depending on your specific situation, you may not need to walk through each of the following steps. This list is here to simply guide you through the beginning stages of your job hunt, so feel free to modify it as needed.
1. Consider your personality.
Your personality reveals a lot about yourself, such as what you enjoy doing, what makes you happy, and how you like to communicate — even the types of jobs you’d likely succeed in. There are a number of ways to incorporate your personality traits and characteristics in your job search.
Take one of the many online personality tests to learn more about your specific traits and discover the types of roles those traits would make you an ideal fit for. This is also helpful when thinking about the type of work environment you’d be most productive in.
Your personality helps you narrow your search in other ways, too — for example, if your results come back with details about you being shy, introspective, and reserved, research ideal jobs for introverts.
2. Think about your skills.
Your skill set is a list of your abilities — such as problem-solving, decision-making, and the ability to work under pressure. In addition to using your skillset to help you determine the type of job you’d be good at, it’s often something listed on a resume — so, listing your skills is a useful exercise for that reason as well.
Also, consider your transferable skills. These are skills that can be transferred from one role to the next, even if they aren’t in the same field. If you are switching industries or roles figuring out how your transferable skills would apply to a new position is key. Some transferable skills include:
- Project management
- Public speaking
- Relationship building
- Analytics and reporting
If you need more guidance, you can learn more about your specific skill set and how it plays a part in the type of career you’d be an ideal fit for by taking a career aptitude test.
3. Reflect on your background.
Your previous work experience and education — or your background — can also help you determine a career path you’d be suited for.
For example, I studied journalism in college and worked at a local news station after graduation. However, after a year, I decided I wanted to leave the industry. My background — which was writing and content-focused — made me an ideal candidate for a position on the HubSpot Blog.
If your background doesn’t align with your newfound career interests, that’s OK, too! However, this may require a little more research on your end about how you can transition to a new career. You may need to go back to school for a master’s degree, get a certification of some kind, or work in an entry-level position in your new field of interest.
4. Brainstorm your career goals.
Brainstorm your personal and career goals to help you determine the ideal next step for you. Think about things like work-life balance, salary, and your goals for the next 5-10 years. This will help you narrow down your search — different industries and positions have a range of standards when it comes to factors like flexibility, culture, and career growth.
5. Create a list of your dream companies.
Whether or not you’re sure about a specific opportunity, create a list of your dream companies you think you’d enjoy working for. This is a great way to keep track of opportunities at the companies you’re most interested in and remain goal-oriented.
You can then tailor your cover letter as well as career highlights and skillset on your resume to fit the requirements and expectations of specific opportunities at your top-choice companies.
6. Consider companies similar to your dream companies.
Consider companies comparable to those on your list of top picks, too. For example, if your goal is to work in marketing at Nike, consider applying for a similar position at a newer, growing company in the same industry like NOBULL.
By being open-minded and realistic about how you’re going to reach your end goal (such as working at Nike), you’ll avoid locking yourself into one, narrow career path option all while gaining valuable experience along the way.
7. Network professionally.
Whether you’re looking to stay in your current industry or pave a completely new path in another, professional networking is critical. These days, many of the offers job seekers receive are a result of networking.
Networking can help you get your foot in the door at a company of interest, gain a new and valuable reference in the industry, and determine whether or not you really want to move into a specific role.
8. Clean up your social media accounts.
Today, recruiters, hiring teams, and department leaders at virtually every company will take the time to research candidates online, including on social media platforms, prior to determining whether or not they want to request an interview.
This means you’ll want to ensure your social media accounts are private or remove pictures, videos, and/or comments that may lead a hiring manager to believe you aren’t a good fit for outreach. After all, the last thing you’d want is for the hiring manager at your dream company to disregard your experience due to something they find on your Instagram or Facebook profile.
9. Update your LinkedIn profile.
Did you know there are over 800 million LinkedIn users? Included in that impressive number are job seekers, businesses, and recruiters looking to fill positions, as well as people who are content with their current roles.
With all of this exposure, it’s important to make sure your LinkedIn profile is up-to-date and accurately represents your current and past experiences. Be sure to describe — in detail — information about your current and past roles, promotions, notable mentions, education, awards, and anything else you feel is worth sharing. Initiate and accept connections to expand your network to receive endorsements for your skills, experiences, and traits.
No matter if you’re in need of a new role, members of your professional network as well as recruiters, hiring managers, and employers will be able to view your LinkedIn profile and reach out to you if they choose. Who knows — maybe you didn’t even realize you were missing out on applying to your dream job.
10. Prepare your resume.
Once you’ve narrowed down the type of role you want, be sure that the skills on your resume mirror what companies are asking for and tailor each resume you submit to their specific needs. Focus not only on listing your job duties but the results achieved thanks to your actions. Let’s say you were a call center representative in a previous role. You could say:
“Answered 50+ calls per shift.”
A more effective statement would be:
“Answered 50+ calls per shift, decreasing customer hold times by 30% and improving overall customer satisfaction.”
The second statement has more impact because it details exactly how your actions improved company operations and provided benefits to customers.
Prepare your resume at the beginning of your job search to ensure your latest and most relevant work experience is available to recruiters and hiring managers for review.
Without a strong and recently updated resume, the companies you apply to won’t have reason to take you seriously. Additionally, pay attention to the details when it comes to your resume including font and which skills of yours you choose to share with specific companies — this is how you’re going to make an impactful first impression that sticks with hiring managers as they review the resumes of other applicants.
Note: When in doubt, try updating your resume with a template to achieve a professional look and feel sure to blow hiring managers away.
How to Find a Job You Love
Now that we’ve reviewed which steps to take in the first stages of your job search, you might be wondering how to find a job you’re truly passionate about — one you love. That’s why we’ve compiled this collection of tips and tricks to help you find your dream career.
1. Get specific about what you want.
In order to find your dream career, you’ll need to get very specific about what that looks like. Ask yourself:
- What is my ideal role? Name it if you already have that nailed down.
- Do I prefer a company that is environmentally or socially responsible?
- Is there a particular company, or company size I prefer?
- What are my work/life balance requirements?
- What is my ideal salary?
- What is my ideal career progression?
- Do I already possess the skills I need for this role or do I need to skill up?
Aim high. You are trying to find your dream career, after all. Once you’ve made a list of all the attributes you’re looking for in your next role, you’ll be able to filter out anything that doesn’t fall within those requirements.
2. Use job search sites.
Today, job search sites, or job search engines, are one of the most common ways to find a new position. These sites provide you with valuable information about companies and positions including location, industry, salary, necessary qualifications, culture, and more.
Other benefits to using a job search site include the ability to upload your resume and cover letter for quick and easy application submission. They also provide you with the option to receive an alert when a new opportunity, that fits the criteria you share, becomes available.
There are a number of popular job search sites, used by millions of people around the world, with these capabilities (and more). Here are six of the most common to get you started:
- LinkedIn isn’t just a professional networking site — it’s also a job search site. The platform will take you through a series of steps to help you begin and narrow your job hunt. You can view position openings while employers can read your resume, view your LinkedIn profile, and Connect.
- Tech Ladies is a free job board and supportive online community dedicated to helping women learn, grow, and extend opportunities in the tech industry. Simply upload your resume to their job board and apply directly through the site.
- Glassdoor gives you access to job listings, employee reviews, interview tips, salary information, and more. You can post your resume so hiring managers can contact you directly and the site includes a feature in which you can view interview questions specific companies tend to ask — which is a great interview prep technique.
- Indeed provides you with access to new job listings, company reviews, and accurate salary information. The site also allows you to post your resume so recruiters and employers can easily reach out.
- CareerBuilder gives you the opportunity to search for a new job based on specific criteria including your experience, location, or skill set. Upload your resume so employers can recruit you. The site will also review your profile and recommend jobs to help you find the right match.
- Monster allows you to upload your resume for a free assessment to ensure everything looks perfect. The site has a variety of other resources such as opportunities to receive professional interview advice as well as access to the latest — and most popular — job listings, salary information, and company reviews.
- Craigslist is a straightforward and simplistic job search site. Employers post their latest job listings and you can sift through them by location and/or one of the site’s 20+ industry types.
3. Check company websites for openings of interest.
Maybe you heard about an opening at your dream company or an opportunity at a specific business of interest that you want to learn more about. If this is the case, go directly to the website of the given company you’re interested in to review their career opportunities and job descriptions. If they provide a career newsletter that sends new job openings, subscribe to that, too.
Rather than looking for positions that meet more general criteria, this is a great option for those who know they want a specific company’s name on their resume or culture to be a part of.
4. Craft unique cover letters.
Your cover letter accompanies your resume to persuade employers into believing you’re worth their time and consideration so they bring you in for an interview. Your cover letters should describe why you’re a great fit for the position you apply for. And when paired with your resume, a recruiter should understand why you’re qualified for the opportunity.
Now, you may be thinking: Not all companies require cover letters.
And that’s true — some companies openly say cover letters are your choice. If this is the case, it’s up to your discretion as to whether or not you want to send one in. (Personally, I always choose to take the time to tell potential employers about the reasons why I am taking their hiring process and a specific opportunity seriously, but that’s just my prerogative.) If you send in a cover letter, ensure it’s concise, well-written, and helps you stand out among other applicants.
5. Prepare for every interview.
Needless to say, nailing your interview is a critical component to receiving a job offer. Although interviews are often high-pressure experiences for job-seekers, thoroughly preparing for them is a great way to relieve some of the stress.
Practice answering interview questions using the STAR method. STAR stands for Situation, Task, Action, and Results. The method works by having candidates craft their answers to describe a situation, the required task, their chosen action, and the result of that action, putting their past work experience into context.
To help you prepare, review the following commonly-asked interview questions and consider your responses.
6. Determine the most important parts of a position to you and look for them in your search.
What’s important to you in a company and position?
Is it flexibility in terms of work hours?
Do you require the ability to work remotely full or part-time, or do you want to go into an office every day? Refer back to your dream career must-haves list.
Do you care about the size of the team you’ll be on?
Think about these types of questions when determining which opportunities to apply for so you can ensure the company and position are right for you — and vice versa — before spending time on the application.
For example, if a top-rated workplace culture is important to your application process, review the websites of the companies you’re considering to learn about their culture-related initiatives. Take a look at HubSpot to understand what I mean — HubSpot’s unique Culture Code is explained on their career page as well as in many other locations throughout the company website and Blog. This allows applicants to learn about the importance of workplace culture to the company and its employees as well as how it plays a part in the interview and hiring processes.
7. Think about how you’ll manage an offer.
The final part of your hunt for the perfect position is also the most exciting — accepting an offer!
Once you receive a job offer, be sure to get all of the details about the position, including salary, benefits, and expected start date (along with any other important details).
Remember, it’s normal — and often expected — to ask for some time to consider an offer upon receipt so you have the opportunity to think about and review it in detail before officially accepting it. If you ask, a hiring manager may give you a day, two days, or even a full work week to make a decision.
Don’t be afraid to decline an offer if the specific opportunity isn’t the right fit for you. Other offers will come around — be patient and wait for the one that makes you excited.
Also, you may choose to negotiate your starting salary upon receiving your offer. There are professional and realistic ways to negotiate your salary that you can follow to ensure the process goes smoothly.
Lastly, give your current employer two weeks’ notice — this will allow them to begin searching for your replacement if necessary or at least provide them with a cushion in terms of time to make any necessary adjustments.
How to Find a Remote Job
Today, remote work has become increasingly popular. With technology that allows you to collaborate with team members in real-time from anywhere in the world, instant message, and meet via video chat, remote work has become a more common perk offered by businesses across all industries.
Whether you’d like to become a digital nomad, or you’re looking for a position that’s part-time or full-time remote, there’s an option for you. So, let’s take a look at how you can find your dream remote position.
Note: When searching for a remote job, you can follow most of the same steps that you would if you were looking for a non-remote job — as we reviewed above. However, instead of using the job sites we mentioned earlier, you’ll want to use job sites specifically created for posting and identifying remote opportunities.
But before you review those sites, take some time to think about the pros and cons of a remote position.
Pros and Cons of Remote Work
Now, it’s important to remember that depending on your point of view, work style, career goals, and preferences, you may find some of the following points to be under the incorrect column in your eyes — that’s totally fine … it’s all a matter of perspective.
Pros of Remote Work
Cons of Remote Work
Lack of office space or work-related events to attend with colleagues
Ability to work from anywhere
Possibility of feeling lonely or unmotivated
Increases employee retention and loyalty (by providing this option for employees upon being hired or later in one’s career)
Little work-day structure
Increases size of talent pool which is a positive for businesses looking for the best possible candidates
Can make team communication difficult
Remote Job Search Sites
Now, back to those job search sites specific for remote opportunities we mentioned — here are a few of the most popular options for you to pull from.
Note: If you’re looking for a part-time remote position, you might want to focus on applying for freelance opportunities.
- AngelList is a startup community. The site includes a job finder in which users can search specifically for remote work in the world of startups. There are also a number of articles published on AngelList’s Blog which provide insight into remote work, remote culture, and related opportunities for users to learn from and use for inspiration.
- FlexJobs lists a wide range of flexible (hence their name) opportunities on their site including part and full-time positions that are either partially or completely remote. As a job seeker, you have the support of the company’s trained researchers who work to identify and screen these positions to ensure they’re legitimate and worthwhile (no matter if you are entry-level or an executive).
- WeWorkRemotely offers a wide range of categories and industries for job seekers to browse and learn about remote opportunities. They have a number of resources on their site for users to educate themselves with as well as determine which specific type of remote positions would be ideal for their career goals.
Begin Your Job Search
Starting the job search process can be overwhelming at times. So, remember to use job search sites to narrow your search and take advantage of the wide array of resources available to job seekers today to help identify the right opportunities for you. Then, prepare for your interviews and remember to be patient — that dream job of yours might just be around the corner.
Editor’s note: This post was originally published in February 2019 and has been updated for comprehensiveness.
Intro to Amazon Non-endemic Advertising: Benefits & Examples
Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
How Does Success of Your Business Depend on Choosing Type of Native Advertising?
The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
OpenAI’s Drama Should Teach Marketers These 2 Lessons
A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.
No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.
But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?
Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?
Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:
For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.
We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.
Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.
Let’s have Robert explain.
The right structure and governance matters
OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.
That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?
That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.
First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.
Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use.
Big platforms do not become antifragile just because they’re big
Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.
It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.
In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.
With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)
They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.
The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?
Why you should care
With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.
They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)
They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.
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