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MARKETING

How to make the time to solve marketing problems

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How to make the time to solve marketing problems

Hey, thanks for stopping by to read my latest article here on MarTech. But before I share my advice for this month, I’m going to make you do a little work. It should take you no more than five minutes, and it will help you apply my advice to your daily work. That’s always been my goal with this column. 

Here’s what I want you to do:

Grab a piece of paper and a pen or pencil. Minimize distractions. Put all of your notification settings on “Do not disturb” for a few minutes. Silence your phones. 

Now, write down everything you need to do for your email marketing program from now until the end of the year. Set a timer for five minutes if you need to. Don’t come back here until it goes off or you complete your list. Turn off your screen and… Go!

(Hey, no peeking until the five-minute alarm goes off. Get back to work.)

Okay, great. You should have quite the long list — and if you were still writing when your alarm went off, go back and finish it and then catch up with us when you’re done. 

I just did this exercise. If you’re like me, your list is probably scaring the crap out of you right now. No way are we going to get all this stuff done before Dec. 31, right? Well, don’t panic. Now, go back and circle everything that looks realistic. 

What’s left should be a pretty realistic list of goals to achieve in the next three-plus months. Now, here’s the next thing to think about: How will you get everything done?

You have two answers to choose from: “I’ll find time” and “I’ll make time.”

Finding time versus making time

If you answered, “I’ll find time,” I’m sorry to tell you that you’ll probably never get to the end of your list. If you said, “I’ll make the time,” you need a plan to accomplish that. I’d like to help the “find time” wishful thinkers transform into “make time” doers. 

In my days at a big-box international retailer, we barely got a break from the Christmas music before we had to start planning again. But this is not practical for most companies, like some of my clients and probably like your company. We all have so many different things going on, and most of my clients are focusing on what’s in front of them right now.

Trust me when I say that you’ll never find the time in your day to do the extra work that growth and innovation require if you try to fit it in and around everything else on your project management list, annual plan and daily to-do list. Been there, tried that.

You have to make the time

If you don’t, you won’t have time to do anything but look at what you did last year, update it for 2022, launch it and hope for the best. However, hope is not a strategy, as email legend Loren McDonald says.

Besides, this year we are facing a fresh new challenge that we didn’t have last year, with its pandemic upsets and supply-chain issues. With everything else on your plate, now you also have to factor in inflation-shocked consumers and a potential economic recession, no matter where in the world you are marketing. (More on that later.)

3 tactics to achieve your goals

Here’s how you can whittle down that to-do list and maybe tackle a few things you didn’t think of (like strategizing for a recession).

1. Discipline your time

This tactic always works for me: I block off time on my calendar every week, so I have the space to do what needs to be done, whether that’s working on a client project, catching up on industry news or thinking through strategy for my company or clients. That means nobody can call me or schedule a meeting then. When I finish that particular project, I just delete the block.

You’ll have to fend off requests for your time from others. Maybe you need to come in an hour earlier or stay an hour later. Maybe even block out the entire day due to a doctor appointment (wink, wink) to hide out and work.

(By the way, isn’t it funny that when you have a doctor appointment, no one bugs you, but when you need personal time for work you get pulled in several directions?) 

The important thing here is to have the discipline to prioritize what’s important to you — most likely, doing what you have to do to make your revenue goal. You have to stand up for yourself because you can’t count on anyone else to do it for you — unless you ask for help, which I will address shortly. 

Saying “I didn’t make goal because everybody else wanted my time” will not appease your boss. 

Dig deeper: 20 ways to make your marketing team more productive

2. Ask for help

When I was still laboring in corporate America, I was in your position. I had a hard time protecting my time. Learning to fence it off and defend it didn’t happen overnight. But one thing helped — I went to my boss, and sometimes to my boss’s boss, and asked for help.

We all want to be superheroes who can be counted on to get the job done. But Captain America and Wonder Woman are comic-book characters. Out here in the real world, the responsible thing is to ask for help so you can achieve a goal. Your superiors should help you because, as the saying goes, they succeed when you succeed. 

That probably will take more than a simple request. Your boss has to understand what’s at stake. Host a lunch-and-learn to get people outside your team on board. I recently hosted a client’s lunch-and-learn session about journey mapping and its importance. Our next conversation about that topic will be easier because our presentation greased the skids.

These two tactics can give you enough space in your day to add another item to your list for Q4 and then come up with a well-thought-out solution. 

Next up: Here’s where all that planning time will pay off — when you have to deal with something unexpected. 


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3. Plan for the worst-case scenario — inflation and recession

As I mentioned earlier, these two problems affect markets worldwide. Too many retailers try to solve both problems with one solution: discounts for everybody.

Email is considered a recession-proof channel because of its low cost and wide reach. When times get tough, companies look to email to bail them out, as we saw during the pandemic. But your recession plan needs to be more nuanced than just mass discounting.

A study I worked on years ago for Acxiom examined and categorized different kinds of fashion buyers and what motivated them to purchase. Our findings apply throughout the retail world, and they illustrate why mass discounting can backfire spectacularly.

Some buyers will pay full price no matter what. They don’t worry about inflation or recession like other shoppers. Gratuitous discounts for these shoppers won’t increase your sales — they just eat away at your profit margin. Your strategy is to move these people to purchase without random discounts or other incentives.

So you can understand how complex your customers are as buyers, here’s a list we used to classify segments of our consumers: 

  • Full-price buyer
  • Impulse buyer
  • Occasional discount
  • One-time purchaser
  • Category specific
  • High-value loyalist
  • Low-value discounter
  • Brand motivated
  • Full-price seldom purchaser
  • High-value consideration
  • Perception based 

Does your inflation/recession strategy center on maximizing your margin based on these segments? If not, right now is the best time to get aligned.

Instead of reaching for the 20% off button, do more segmentation. Look at your customer data now to find buyers like those premium fashion buyers who have never used discounts, coupons or other incentives, and who regularly buy at full price. Who are your high-value loyalists and occasional discounters? 

Aim to go into your holiday marketing with a plan that rides on segmentation and not come into the holiday with a blanket discount.

Dig deeper: No matter the time of year, there’s a holiday you should be planning a campaign for

Wrapping up

Making time to improve your marketing is hard. I’ve been doing this for more than two decades, and it’s still hard for me. 

Right now I need to review a white paper draft that has been sitting in my inbox for weeks. It’s difficult to make the time because of every other project that demands my time, but it’s also important for my agency. So, as soon as I finish this post, I will move on to that one. 

This highlights why you must prioritize what’s important — especially if you are facing economic uncertainty in Q4. The meetings will never stop. People won’t respect your out-of-office status on your intranet. They’ll keep screaming down the hall for you. 

But I know this much is true: Making time is mandatory whether you want to achieve great things or just knock the next must-do project off your list. 

Now, go back to your calendar and schedule a few “doctor” appointments.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

As the co-founder of RPEOrigin.com, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

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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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