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Marketo’s March ‘22 release: Let’s chat

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Marketo’s March ‘22 release: Let’s chat

One of the biggest stories from Marketo’s latest release is their planned entry into the world of chat software. This wouldn’t be the first company in the last year to enter into the chat software space. ZoomInfo acquired chat software, Insent.ai, in June 2021.

As chat software users ourselves, we’re advocates of using conversational marketing to engage with website visitors and are looking forward to this feature. It’s one more way we can engage with prospects; and personalize messaging. For example, you might upload your target account list and create a unique conversation with them versus all other visitors. Or, you can tailor messaging to return website visitors versus first-time visitors.

Marketos March ‘22 release Lets chat

It’s not often companies provide added value like this Marketo chat functionality without charging for the feature as an add-on or upsell. This seems to be the exception versus the norm so I’m feeling obligated to give Marketo a pat on the back.

Chat in the Hat

As mentioned, Marketo has announced its intention to get into the chat game, joining others including Drift, ZoomInfo, Intercom, and LiveChat to name a few. According to Marketo, the 1:1 personalized conversations will include the ability to book meetings directly in the chat, lead routing, starter templates, and drag-and-drop conversation creation. 

In our recent 2022 study of Marketo users, 49.2% of respondents said chat integration is important or extremely important for their business. Clearly, there is room for growth when it comes to proving the importance of chat to current Marketo users. By comparison, 74.4% of respondents said attribution is important or extremely important for their business. Source: 2022 Marketo User Study

Read next: Drift extends offerings across customer lifecycle

Why we care. Looking to peer-to-peer review site G2 for a lay of the land, we found 422 companies listed under the category “live chat software.” Marketo does seem to be entering a competitive space. Regardless, their intention to include this feature within all packages will certainly turn heads amongst the competition.

The business side of me is having fun running through all of the future scenarios. Could there be a consolidation of MarTech with this feature addition? In other words, those who previously used a third party chat platform can potentially achieve the same goal using Marketo. Or, will dedicated chat software tools like Drift continue to win as a result of their extreme focus on delivering the best chat experience to the market? 

According to Marketo, “Dynamic Chat is included in all Marketo Engage packages and will be rolled out to all Marketo Engage users this year”. At Adobe Summit, we learned a phased rollout to all customers will occur in the next 6 months. It’s also unclear if the platform was “build or buy”. Either way, as users of chat functionality, we look forward to testing Marketo’s version of dynamic chat. 

Bot Activity 2.0

When Marketo released their bot activity filter on emails, we didn’t hesitate to enable this feature. As a refresher, go to Admin > Email and select the bot activity tab to active/deactivate the filtering of bot activity. After making the change, we found the impact to be fairly low and we’ve heard similar from our clients.

And now, the feature has been expanded to log activities identified as bots and both filter and trigger based on these activities. In the same location, there is a new toggle to turn on called “Log Bot Activity.”  

Why we care. This new feature will allow you the ability to filter and trigger actions based on activities that are identified as being performed by bots. You will find “Is Bot Activity” and “Bot Activity Pattern” as new constraints as seen in the example below. 

According to VP of Consulting at Perkuto + MERGE, Judi Cousineau, a use case for this functionality includes removing scoring and lifecycle changes if the activity was performed by a bot. Amanda Giacobassi, Director of Solutions Architecture at Perkuto + MERGE adds, “You might negatively score people with bot behavior, or use the filter constraints to exclude contacts with bot activity from your email audience lists.”

1647465587 750 Marketos March ‘22 release Lets chat

 

Next-Gen Experience Automation

By the way, Next-Gen Experience Automation is “Before & After” for my fellow Wheel of Fortune fans. 

The Next Generation Experience will receive a design and usability update for the import program workflow. The release didn’t indicate too many details as to what we might expect, so we look forward to learning more in the next release webinar.

For Experience Automation updates, users will have the ability to expand connectivity between Marketo and their MarTech stack. This is done by authoring customized flow steps for use in Smart Campaigns which comes with what Marketo calls, Self-Service Flow Steps (Beta). 

And, the Smart Campaign Priority Override provides users with the ability to prioritize campaigns; overriding the standard campaign priority ranking. This update will free up processing resources for other high-priority tasks, according to Marketo.


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  • Import Program Workflow: She shares our curiosity about the usability enhancements; wondering if they will be UI enhancements only? What a real cliff-hanger.
  • Self-Service Flow Steps: From what we know so far, she believes this will not open up the API to the smart campaign UI (e.g. something that would allow creating and editing custom object records in the UI), but rather making webhook type functionality available in batch and executable campaigns.
  • Smart Campaign Priority Override:. According to Amanda, “This will be immediately useful for enterprise level organizations who have issues with operational campaigns taking too long to run. This might be a nice approach to order management concerns as well.”

API Enhancements

The next batch of API enhancements includes:

  • Return Disable Open Tracking Status of Emails
  • Retrieve Dynamic Content Subject Lines from Email
  • Program Member Custom Fields CRUD
  • Bulk Custom Object Export updatedAt Filter
  • Expose Head Start Setting for Email Programs
  • Selective Program Tag Update

Why we care. Our subject matter expert, Amanda, believes open tracking and dynamic content subject lines will have a positive impact on external reporting. She also cites the custom object export and head start setting as interesting related to work in enterprise automation platforms like Workato. Having less impact overall, she notes program member custom fields and tag updates given they are rarely used in UI as is.

View the complete set of March 2022 Marketo Release Notes.

This article is presented through a partnership between MarTech and Perkuto + MERGE , a marketing operations consultancy.


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


About The Author

Marketos March ‘22 release Lets chat
With 20+ years of experience in marketing, John is demand generation director at Perkuto, a MERGE company. His ultimate flow-state is positioning products and services, developing buying personas, and executing plans to attract best-fit customers. Determining the right content, campaigns, channels, and budget to hit revenue KPIs is where John thrives. Outside of the office, John is a father, husband and outdoors enthusiast.


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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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