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The Agency of the Future is Remote Working

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The Agency of the Future is Remote Working

When you think of an office, you’re probably picturing something like this:

The Agency of the Future is Remote Working

Or if you’re feeling fancy (and worth billions of dollars) like Google is, so you’re thinking something like this: 

1643552768 190 The Agency of the Future is Remote Working

These days you can even think of an office as a rented, shared space like WeWork:

1643552768 869 The Agency of the Future is Remote Working

Thanks to 2021, more offices than ever before are looking like this, home offices that we’ve set up in the quietest corner of our homes:

1643552769 684 The Agency of the Future is Remote Working

Although let’s be realistic…how many of your home offices actually look like this:

1643552769 36 The Agency of the Future is Remote Working

Yep, I’m raising my hand too.

When you think about work in 2021 and beyond—we’re no longer just thinking of this:

The Agency of the Future is Remote Working

We’re thinking about a hybrid or totally remote model:

1643552769 124 The Agency of the Future is Remote Working

And that changes how we build our agencies.

Our offerings and products can stay the same—but the way our agency works internally…can completely shift.

There are 3 organized models that you get to choose to run your agency from nowadays:

#1: Gig Model

Short-term tasks that can be managed by one, or at most, a handful of people. With the Gig Model, you’re the opposite of a stage 5 clinger. Your business runs project-to-project and you’re focused on excelling at each of those projects—and then moving on.

There’s no need for water stations or happy hours because your team is distributed. You’re entirely remote and all of your workers are freelancers. Chances are you’re the only person on your payroll.

This model works great for startups that can’t afford full-time employees yet and are still getting themselves off the ground.

#2: Corporate Model

Hire a team to work on long-term open-ended jobs that can last for years. This is what you picture when you think of an office—lots of computers and people. We’re thinking of water station conversations and in-person team happy hours (remember those?!).

This is how DigitalMarketer ran pre-March of 2020. We had some freelancers, but the majority of our workforce was in-person, full-time employees. And it worked!

This model used to be an inevitable transition once your business required some full-time staff. It usually starts by bringing on some sort of operations or marketer—and quickly turns into full-time HR people, office managers, and interns.

But there’s a model in-between that most of us have missed—and it wasn’t our fault. We missed it because pre-March of 2020…we just weren’t thinking this way.

We were all thinking home offices and gig workers → rented office space and full-time employees. That was success in terms of an agency. Especially if you could afford the *good* coffee and the fancy snacks for your team.

Having to figure out how to run our businesses entirely remotely for months and in some cases over a year has taught us that we don’t need all of that fancy stuff. 

  • Do we really need every employee to be full-time?
  • Do we really need the fancy, expensive office space?
  • Do our employees even WANT to spend 40 hours of their week in person with us?

The answer is no, and I’m not even offended!

Forbes found that 61% of employees prefer being fully remote. 

1643552769 99 The Agency of the Future is Remote Working

And Fast Company found the number of people who considered freelancing as a long-term career option increased from 18.5 million to 28.5 million between 2014 and 2019.

I know I’m not the only one thinking that with all these changes coming to market…there’s no way a new business model can’t emerge from them.

And I’m calling this new model…The Hollywood Model.

1643552769 721 The Agency of the Future is Remote Working

The Hollywood Model

Stay lean and bring in the best on a project basis. This means that you have some full-time employees and the rest of your workforce are contractors/freelancers/gig workers (all the same thing).

Chances are your full-time employees are your decision-makers, they’re your executives and the people who report directly to the CEO. There might be a set of employees under them as well, depending on the size of your business and your service offerings. 

The rest of your employees get brought in on a project-by-project basis. 

  • Your copywriters are on retainer to write your email campaigns as needed
  • Your graphic designers are on retainer to create your social media graphics
  • Your Facebook ad expert is on retainer on a per-client basis

“A project is identified, a team is assembled, it works together for precisely as long as is needed to complete the task, and then … the team disbands.” – Adam Davidson, Co-founder of NPR’s “Planet Money

If the majority of employees want to continue remote work…and we have more people than ever starting to freelance—the Hollywood Model was made for times like these.

Times when businesses most want to stay lean thanks to the unpredictability of the markets, and employees are A-okay with switching up how they used to work.

How The Hollywood Model Works

The thing about the Hollywood Model is that it has to be done right. If you don’t do it right, your life can easily become:

  • A perpetual state of hiring as you look for gig workers who have the experience and availability for your projects
  • A mess of workflow as your full-time employees fail to efficiently teach your gig workers what platforms to use, how to send in deliverables, and how to communicate with the team
  • Tight, impossible deadlines due to lack of communication between full-time employees and freelancers leading to delayed launches, campaigns, and products

You can learn more about the Hollywood Model here. 

Business has changed—and in some ways, it’s for the better.

Maybe we weren’t being as efficient as we could have been by having our employees come into the office and spending all this money on rent, utilities, and snacks when people are happier working from home.

But that doesn’t mean we have to go back to the Gig Model—DigitalMarketer, Scalable…they wouldn’t succeed with that model. They’re past the stage of being able to survive with just gig workers.

But they don’t need an entire full-time team.

The Hollywood Model is the lean business model that works in 2021 and the foreseeable future. It creates consistency with our full-time employees and the opportunity to tap into highly qualified talent through our freelancers.

It’s the model we’re running at Scalable and DigitalMarketer—and it’s working.

Time to turn this around for your business.

You can generate $3,500/month retainer clients and build a marketing agency that sets you apart from the competition.

Not just because you’re better at marketing…

…But because your business runs lean, is highly adaptable, and uses high-quality talent to get the job done.

And that’s something your competitors using the Corporate Model or the Gig Model can’t compete with.

Grab our free Fractional CMO Playbook so you get the exact, 4-step client attract, convert, and onboard process we teach our agency partners at DigitalMarketer as well as:

  • Understand the math behind a $336,000 a year, part-time “Fractional CMO” practice
  • The one-sentence “pivot script” that has prospects begging to book a meeting
  • A simple little “trick” that filters out virtually all the “lookie-loos” and crazy clients with unrealistic expectations…
  • When to sell retainers (and when NOT to sell retainers)

This training is for:

Coaches & consultants thinking about expanding into marketing services.

Freelancers & solopreneurs sick and tired of giving away their time for free.

Marketing professionals thinking about making the leap and launching their own marketing coaching or consultancy.

Anyone thinking about making the leap and launching their own marketing agency or consultancy.

And I’m teaching it.

1643552769 528 The Agency of the Future is Remote Working

Register here for The Fractional CMO Playbook to learn how to generate $3,500/mo retainer clients and build a marketing consultancy that sets you apart (thanks to the Hollywood Model).


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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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