MARKETING
What Are The Types Of Marketing?
Different organisations implement marketing strategies to engage with their customers. It’s also used to tell consumers about the company’s commodities’ characteristics, specifications, and advantages. Its main objective is to convince the targeted audience to purchase certain items and services. The marketing strategies could be completely new or they might be tested and true methods.
Marketing is one of those difficult professions that demands a solid foundation of knowledge in order for students to complete all of the academic requirements and tasks finds it hard to write for the marketing assignment. The students must complete several types of assignments depending on the subject’s requirements. It is up to the instructors to decide what type of assignment they would like to give their students, as the primary goal of academic assignments is to improve students’ skills and knowledge of specific ideas throughout the selected topic.
It is ok for the students to get the help of professional assignment writers if they can’t find the right procedure to follow throughout the research and writing process. Professional writers can help students to grasp the entire concepts and process to follow throughout assignment writing.
Because there are many principles in marketing that are hard to remember or understand. It is one of the disciplines that require students to grasp the concepts for each step. Students must perform several marketing assignment writing tasks based on the subject’s needs. Before discussing the many sorts of marketing, students need first grasp the definition of marketing.
What Is A Concept Of Marketing?
Marketing may be defined as one of the organizing processes used by a company to promote the sale and buying of a product or a specialised service. Marketing, selling, and delivering a product to customers are the fundamentals of marketing.
Types Of Marketing
We can really see marketing everywhere in today’s time, and due to technological advancements, marketing has changed to meet the needs of today’s globe. There are many different types of marketing available in the market, and it is up to the management to choose the best plan for promoting the product or service. It is critical for marketers to perform initial research for a certain location or for targeted customers. Understanding the needs of your clients and conducting thorough research will assist you in determining the ideal marketing plan for your product.
Let’s look at some of the basic kinds of marketing that may be applied depending on the situation and adjusted in each case based on the needs.
Traditional Marketing (Marketing In The Old Ways)
Traditional marketing relates to promotional strategy through any channel that has occurred before to the internet’s introduction. The majority of previous marketing focused on outbound strategies such as print, ad campaigns, and banners. It is because the information was not as freely accessible and freely available.
Inbound Marketing
Inbound marketing is a type of marketing that attracts customers. On the other side, inbound marketing focuses on gaining clients rather than distracting them. Because clients are enabled to conduct research online as they advance through their own buying journey. Most inbound marketing strategies come under digital marketing.
With appropriate and useful content, inbound marketing focuses on generating value experiences that have a positive influence on people and your organization to attract customers and users to your website. When they visit, you engage them through interactive tools like email and chat, as well as by promising ongoing value. Finally, you continue to surprise them by acting as an attentive advisor and expert.
Marketing With Content
Because content is what enables consumers and search engines to access the content they require on the web, content marketing is a significant tool in inbound and digital marketing. It involves examining, publishing, and delivering content to your target audience. Social media platforms, blogging, video content, and paid content resources such as tools, publications, and webinars are the most popular components of a content marketing strategy.
The purpose of content marketing is to assist your audience through their buying journey. Before your buyers are ready to buy, discover the most typical questions and concerns they have. Then, to assist you in creating and managing your content, construct an online journal. To make publication easier, a content management system is also beneficial.
Social Media Marketing
Social media marketing includes developing content for different social media platforms such as Facebook, Linked In and many more. These platforms help to promote your business and products. When creating content, keep your audience in mind. No one goes to social media to buy something, so think about what kinds of posts would be beneficial.
Digital Marketing
Traditional marketing is the exact reverse image of digital marketing, which uses technologies that didn’t exist before to reach people in unique ways. All marketing efforts that have an electrical appliance or the internet fall under this category. To engage with present and potential customers, businesses use digital platforms such as browsers, social networks, email, and other platforms.
Email Marketing
Email marketing includes sending informative or entertaining content as well as promotional communications to those who have intentionally signed up to receive your emails. The primary purpose is to strengthen your relationship with the consumer or prospective by sending personalised marketing communications. Taking that concept, a step further, you can utilise email marketing to nurture prospects by sending them material that helps them progress through the buyer’s journey.
With that in view, the first step is to plan how you’ll construct your email list, which is a directory of contacts to whom you can send an email. Lead collection forms on your website are the most common method.
Marketing For Acquisition
While all forms of marketing are focused on attracting customers, the bulk of them has wider and softer objectives, such as raising brand awareness or generating traffic. Acquisition marketing, on the other hand, is entirely focused on acquiring clients.
Acquisition marketing is a broad term that covers a variety of approaches and strategies used in other types of marketing but concentrates on how to convert marketing benefits into income. Finally, the emphasis is on lead creation from the results of inbound marketing, such as content, social networks, and search engine marketing, which drive website visitors.
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.”