MARKETING
Instant Gratification vs Lump Sum Rewards
A bonus is a payment to an employee that is outside of their pay structure. An employee bonus is given as a reward for a specific behavior or achievement.
The purpose of a bonus is to:
- Motivate employees
- Attract and retain top performers
- Align employees to desired outcomes
- Make employees more committed to goals
- Help employees link their performance to the success of the organization
What Is A Spot Bonus?
Spot bonuses are an ‘on the spot’ reward for employees that are given immediately as a reward for a particular behavior, achievement, or action. Spot bonuses are awarded to individuals and not to teams. They are usually reserved for employees and not the upper levels of management. An employee can receive any number of spot bonuses a year.
Advantages Of Spot Bonuses
Spot bonuses are more frequent than other bonuses. They give the rewarded employee a feeling of being rewarded more frequently. This is a pattern that is more likely to sustain employee morale and happiness over a period of time. Recurring chances to earn rewards also keeps employees motivated to always perform at their best.
While annual bonuses also reward the employee, there is a long gap between the achievements and the reward. The annual bonus loses the ability to create the ‘high’ and feeling of elation immediately after an achievement. This immediate reward after an achievement helps the employee tie their levels of performance with the success of the company easily.
When bonuses and rewards are team-based, there is no differentiation between the over performer in the team and one who does the bare minimum. However, individual bonuses recognize and reward the actual stellar performer and encourage all the employees to step up and perform. And since the bonuses occur frequently, there are more chances for others to also achieve a spot bonus.
When a spot bonus is a reward such as an experience that can be shared with others, the bonus has more of an impact.
A spot bonus is more than money that is spent to reward an employee, it is also an opportunity to connect with the employees. When the organization rewards an employee, it grabs the attention of all the employees and is a great opportunity to reinforce the organization’s goals.
Spot bonuses are smaller bite-sized rewards that reduce the cost burden of bonuses on the company. While giving an employee a raise or a larger annual bonus may be more expensive for organizations, spot bonuses are more cost-effective.
Disadvantages Of Spot Bonuses
The methods and reasons for giving our spot bonuses should be very transparent, consistent, and unambiguous for spot bonuses to be effective. If the reward is more dependent on the immediate manager’s discretion rather than set criteria across the company, spot bonuses can create dissatisfaction among employees.
Sometimes spot bonuses are awarded verbally but the disbursement of it is pushed away. This nullifies the immediacy of the reward and may lead to demotivation. Automation of rewards through technology solutions makes the award of spot bonuses quick and easy for the organization as well as the recipient.
Sometimes, too much of a good thing can have the opposite effect to what is desired. When companies use the same rewards repeatedly, it leads to satiation or boredom. Organizations should think out of the box or use a reward platform such as Plum to offer employees a varied and exciting choice of awards. The organization does not have to worry about selecting the award or disbursing it as it is handled by Plum.
The reward size or amount should be decided carefully and be tied to the specific behavior that is being rewarded. Employees will expect future bonuses based on past bonus values. If the subsequent bonuses do not live up to the expectations of the employee, they cause more demotivation than reward. Rewards systems such as that of Empuls help companies categorize and plan their reward structure better.
If one employee continually outperforms all the others, they may be rewarded spot bonuses very frequently. This may demotivate the others to compete. To avoid this situation, it may be better to reward this employee with a raise and create a more level playing field for spot bonuses.
Annual Bonuses
Annual bonuses have been around a long time. They are the lump sum bonuses that are given at year-end or at festival times annually. Some companies also pay bonuses half-yearly or quarterly. Annual bonuses can also be tied to a review process to determine the size of the bonus that each employee is to get.
Advantages Of Annual Bonuses
Most HR personnel and finance departments are very familiar with the concept of an annual bonus. They find it easier to compute an annual bonus rather than continually monitor employee performance. However, software tools and solutions such as Plum have made spot bonuses easy to manage.
An annual bonus payment gives the employee a lump sum to look forward to at the end of the year. This amount may be useful for them to take a vacation or celebrate a festival. Not all employees have the financial discipline to allow their spot bonuses to collect and form a larger sum. For such people, an annual bonus is advantageous.
Though an annual bonus does not have the instant gratification that the employee gets from a spot bonus, it does show appreciation for the achievements of the employee.
Knowing that a review of their overall performance will determine the bonus amount is a motivation to work through the year. It is the responsibility of the company to help employees understand what actions and achievements led to appreciation.
Disadvantages Of Annual Bonuses
Having to pay many employees a lump sum of money at the same time may be a financial strain for the company. Also, annual cash bonuses are often more expensive than smaller spot bonuses that are handed out year-round. Companies can give out other awards such as those available on the incentive and rewards platform Plum instead of a cash payment.
A larger bonus payment in cash may have tax implications for the employee. While a raise in salary will also increase the other benefits that are calculated based on salary, an annual bonus will not lead to other benefits. Smaller spot bonuses may not impact taxes.
While a spot bonus rewards a specific achievement, not all companies are able to clearly communicate how each individual performance has helped the company. Annual bonuses reward overall achievement rather than specific goals.
When there is no transparency in the process used to determine the amount given out to each employee, there may be problems created by the annual bonus. An employee who thinks that they deserve more will be disgruntled and unmotivated.
Companies that award annual bonuses may find that an employee who plans to leave will wait for the bonus payout before leaving. There may be a mass turnover of employees after a bonus payment.
Key takeaways
The choice between spot bonuses and an annual bonus payment depends on the company. Both have their own inherent pros and cons. Spot bonuses are less expensive than annual bonuses. Software solutions have made both types of bonuses easy to manage. Employee reward platforms like Plum give both companies and employees the freedom to choose rewards that are far more exciting and memorable than a simple cash payout.
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MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
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!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
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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