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Marketing Proven to Work: Tactics from Industry Leaders

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Marketing Proven to Work: Tactics from Industry Leaders

A strong marketing approach can strengthen a brand’s image, grow brand awareness, and drive up sales for your organization. A company of any size can utilize the power of marketing to increase the scope and reach of its brand. With so much information available, it’s hard to find a good place to start improving your marketing efforts, but here we have provided valuable insight from notable experts in the industry to get you on the right track.

Use A.I. Analytical Tools and Software

“A great marketing tactic that every business needs to adopt and use in the new year of 2023 should be using A.I. analytical tools and software! A.I.-powered analytical software has made great leaps in the past decade and is extremely helpful for any type of business to make objective, data-driven decisions and even improves how companies can acquire business leads! Some fantastic marketing ideas when using A.I. analytical tools can be using marketing automation to automate repetitive tasks and free up time, segmenting your email lists, using A.I. data tools to create optimized customer profiles to improve targeted content and ads, and analyzing your past marketing campaigns to see which ideas and tactics are successful, and which would be best to not use for future campaigns.”

-Chris Hunter, Director of Customer Relations at Service Titan

Internet Marketing

“The trend in marketing that is most apparent right now is how much of it has been moved online. Internet marketing has become a significant concern for businesses as it is now the primary way to introduce products, services, and organizations to the public. Understanding the rule of internet marketing is one of the most important things you need to do to succeed on the internet. The rule of internet marketing is that whatever you need to do to get people to your website is exactly what you need to do to get them to pay you money. The key to transitioning from online traffic to online payment lies in your ability to capture people’s email addresses. The most cost-effective way of doing this is to give away a product for free in exchange for their email address. Once you have their email address, you can market to them using a much cheaper form of marketing – email. If your product and email marketing are good enough, you will find that people are willing to pay directly for the product without placing an order form on your site.”

-Clayton Howard, Director of Analytics at Net Pay Advance

Marketing Funnels

Marketing Funnels are a proven tactic to increase your business’s conversions. Marketing funnels work best by automating the customer journey and helping provide a consistent customer experience by breaking down the process into stages or touchpoints. Each touchpoint triggers a different response based on the customer’s action. For example, suppose a customer reaches the checkout screen after opening an email and clicking the link. In that case, your email marketing software may send them a follow-up email the next day reminding them of the items they left items in their cart. Marketing funnels are one of the best ways to create a more personalized experience for each customer while using ai and automation.

-Todd Jensen, Head of Marketing Nursa

Digital Marketing

With digital marketing, businesses can leverage the power of modern technology to spread their brand message and boost sales. Companies that invest in a well-thought-out strategy see impressive returns with increased visibility, reach and engagement from potential customers across all channels – social media, search engines or email campaigns. Digital marketing offers an unprecedented opportunity for companies to target audiences on personal levels through powerful segmentation techniques thus amplifying ROI.-

Jasen Edwards, chair of the Agent Editor Board at Agent Advice.

Utilize All Major Social Media Platforms

“Facebook, Twitter, TikTok, Instagram, etc. No matter how much of a following you have, if you aren’t promoting your product across your social media channels then you are missing out on potential customers. Every company has to start somewhere and build up so utilize the tools in front of you from the start. Utilizing ad space on platforms such as Twitter or TikTok can greatly improve your sales and the ads on these platforms allow you to specifically target consumers who are more likely to be interested in your product. If you do not want to dive right into setting up advertisements across multiple social media platforms, it may be a good idea to start with Google ads. Google ads are a great place to start as it allows a lot of flexibility with budgets and a decent variety of ads to go along with that. Either way, setting up a good ad campaign on any social media platform is vital in improving your company’s sales and growing your company.”

– Joe Acosta, Digital Marketing at BBQ Galore

Take Advantage of SEO

“Search engine optimization, or SEO, is one of the biggest assets you can leverage to improve your marketing strategy. Improving your business’s SEO will help you increase your website traffic and awareness by optimizing your site’s keywords and search queries to allow you to rank higher on search engines. For example, you can build a content strategy around utilizing keywords by creating blog posts or adding other valuable and engaging resources to your website. You will also need to strategize how you can meet your audience where they are by researching the search intent for your business. If you can cater your titles and meta descriptions to match your audience’s search intent, you can expect to bring in more traffic. Overall, there is so much you can do with SEO that you can leverage and practice to reach your audience in meaningful ways.”

-Jonathan Krieger, VP of Sales at Fabuwood

Lead Generation

Businesses of all sizes and industries can benefit immensely from lead generation. Nurturing leads through strategic tactics helps to convert prospects into actual customers, grow brand recognition, foster better relationships with existing clients – ultimately increasing revenue opportunities. 

Eyal Elazar, Head of Product Marketing at Riskified.

Local Marketing

“To enhance your marketing efforts, implement local techniques if your business has a physical location where customers can make purchases, such as a brick-and-mortar store. You should ensure you’ve optimized your online profiles, including social media and Google Business listings, by including updated information such as your address, phone number, and email. Additionally, utilize location tags in your posts to make it easier for potential customers to find your store and tag you in their own posts.  You should also consider creating localized content that is relevant to your community. By building relationships with other businesses and members of your community, you can improve your brand’s visibility and drive more traffic to your local store location.”

– Bill Lyons, CEO at Griffin Funding

Finding the right approach for your business’s specific needs will be the most important way to upgrade your marketing efforts. Keep in mind some of these tips when you start to take a look at your current marketing strategies.  Marketing, at any scale of business, should be a top priority to get your brand or name out there and effectively reach your target audience.

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MARKETING

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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