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Secrets of marketing agency success

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Secrets of marketing agency success

Secrets of marketing agency success

CallRail just released its 2022 Outlook for Digital Marketing Agencies. The good news: “2021 was a good year for agencies, and 2022 is looking even brighter,” said Mary Pat Donnellon, chief revenue officer at CallRail. 

The report highlights the areas of success agencies saw last year and reveals what challenges they expect to face in 2022 and beyond. With client acquisition a key concern, agencies are utilizing — or plan to utilize in the near future — the latest marketing trends, like conversational marketing and artificial intelligence, to bring in new clients and keep their momentum going.” 

The study surveyed over 500 individuals employed full-time at U.S.-based marketing agencies to also determine how client expectations are projected to change in 2022 and which marketing trends agencies are currently implementing to bolster client acquisition. 

Key findings from the research include: 

2021 saw extensive growth for marketing agencies 

Marketing agencies made big gains in 2021. Respondents said their agencies experienced an average of 54% revenue growth in 2021, with 95% saying their agency met its 2021 revenue goals. 

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Much of this success was due to accelerated client growth: 83% of respondents said their agency surpassed its 2021 goals for client growth. With more clients under their belts than ever before, agencies are feeling optimistic about what 2022 has in store for them. 

2022 will see even more growth – and new challenges

A whopping 99% of respondents said they expect their agency to grow in revenue in 2022, and CallRail’s data shows agencies project to experience an average of 68% revenue growth this year. 

Revenue won’t be the only thing getting a boost, however: 85% of respondents said they expect their agency to grow in size in 2022, with hiring new employees emerging as a top priority to keep up with the influx of new clients. 

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But this growth doesn’t come without its challenges. Respondents expect hiring and client retention to be more difficult in 2022 than in 2021, but the biggest emergent challenge will be client acquisition. 82% of respondents said this will be more challenging in 2022 than in 2021. 

Why is client acquisition keeping agencies up at night, and what can they do to rise to the challenge? 

CallRail’s data reveals that client expectations when choosing an agency are changing. Over the next five years, 98% of respondents believe clients will want to see agencies offer more comprehensive services; 85% said clients will want to see more diverse clientele, and 82% said clients will want to see more specialization. 

To keep up with these new expectations, agencies must evolve with the times. Agencies have been quick to adopt the latest marketing trends and those who haven’t yet plan to do so in the future. Conversational marketing, artificial intelligence (AI), and zero-click searches have emerged as the latest and greatest ways for agencies to bring in new clients. 

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The research found that 62% of responding agencies have already implemented conversational marketing. 44% of agencies have already implemented AI, and 39% have implemented zero-click searches. Of those who haven’t yet, 20% plan to utilize conversational marketing, 21% plan to introduce AI, and 30% plan to implement zero-click searches in the next year. 

Choosing not to take advantage of these trends appears to be a detriment to marketing agencies: those that did not meet their 2021 revenue goals were 27% less likely than average to have already implemented AI. Agencies that wish to succeed in 2022 and beyond must adapt and use every tool at their disposal to acquire new clients. 

Client relationships are changing too

Massive growth across the board will also change how agencies handle their client relationships. Right now, reporting is the name of the game. 86% of respondents said reporting is an essential part of client services, with agencies spending an average of 56 hours per week on reporting. 

CallRail’s data suggests reporting may be key to client growth, as those who didn’t meet their 2021 client growth goals were 15% less likely than average to say reporting is an essential part of their client services. 

But agencies that met and surpassed their client growth goals will have to adapt in order to accommodate their new client load. 95% of respondents said they believe how their agency handles client relationships will change in the next five years as they continue to grow. Of those, 89% said less time will be spent on reporting. 

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“The marketplace is constantly changing, and so too are client expectations when choosing a marketing agency,” said Donnellon. 

CallRail’s research shows that taking advantage of the latest marketing trends and rethinking how they approach client relationships will set agencies up for success in 2022 and the years to come.” 

To learn more about how CallRail’s platform can help marketing agencies and the clients they serve optimize their marketing spend, click here and try it free.


About The Author

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CallRail is a leading marketing platform that helps businesses like yours accelerate growth. It gives you tools to market smarter, drive more quality leads, centralize communications, and turn leads into customers. Call Tracking, Form Tracking, and Conversation Intelligence reveal insights across touchpoints along each customer’s journey. Lead Center helps you connect with customers on their terms, with a unified inbox and integrated communication tools, including softphone, text, and chat. Top-ranked on G2, over 175,000 businesses worldwide trust CallRail’s straightforward, powerful marketing platform to accelerate and sustain growth. For more information, visit www.callrail.com.


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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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