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Where Does Knowledge Management Fit In The Fourth Industrial Revolution?

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Where Does Knowledge Management Fit In The Fourth Industrial Revolution?

What is the fourth industrial revolution?

Technology may revolutionize how we live, work, and interact forever. The transformation’s extent, scope, and complexity will be unprecedented in human history. We have no idea how it might turn out. Nonetheless, one thing is sure: a comprehensive and integrated response is necessary, involving all stakeholders in global politics, from government and business to academia and civil society.

Water and steam power we6re harnessed to mechanize production during the First Industrial Revolution. By harnessing electric power, the Second enabled mass production. In the third, electronic and information technologies were used to automate production.

A fourth Industrial Revolution is forming, building on the third, the digital revolution, which began in the mid-nineteenth century. It is characterized by a technological convergence that blurs the lines between the physical, digital, and biological realms.

In addition to its velocity, scope, and system effect, today’s revolutions are not just continuations of the Third Industrial Revolution but are the start of a new one. The Fourth Industrial Revolution progressed exponentially rather than linearly compared to prior industrial revolutions. Furthermore, it is wreaking havoc in almost every industry across the globe. And given the scope and complexity of these changes, a comprehensive redesign of production, management, and governance systems is in the works.

The potential of billions of people connected by mobile devices, with unparalleled processing power, storage capacity, and knowledge access, is limitless. Emerging technological developments in disciplines including artificial intelligence, robots, the Internet of Things, autonomous cars, 3-D printing, nanotechnology, biotechnology, materials science, energy storage, and quantum computing will multiply these possibilities.

Artificial intelligence is now everywhere, from self-driving vehicles and drones to virtual assistants,KM tools for customer service, chatbots, and investment software. From software used to discover new treatments to algorithms used to anticipate our cultural preferences, AI has made impressive progress in recent years, fuelled by exponential gains in processing power and the availability of massive amounts of data. In the meantime, digital fabrication technologies interact with the biological environment regularly.

Engineers, designers, and architects are merging computational design, additive manufacturing, materials engineering, and synthetic biology to create a symbiosis between microbes, our bodies, the goods we consume, and even the structures we live in.

Knowledge management in 4IR

The new Industry 4.0 paradigm is changing industrial processes, how businesses create value, and how they engage with suppliers and customers. Manufacturing firms may now collect massive volumes of data that they can use to adjust production, generate personalized products and services, and increase operational activities in terms of efficiency, productivity, and flexibility thanks to modern technology. Service firms can use customer data to optimize their processes, thus improving customer interactions by providing a personalized and customized solution for each customer.

New digital skills and competencies (e.g., data management) become vital in this new technology context because they can help new knowledge manufacturing enterprises gain a competitive advantage. Such fresh understanding is dependent not only on the deployment of Industry 4.0 technology but also on relationships with suppliers and customers and personnel competency upgrades.

It is vital to build organizational knowledge to adapt the organization to new conditions. Knowledge should be managed and communicated throughout the company once developed. With the automation of the organization system, artificial intelligence will be required to handle the automated systems that have been established and the knowledge base that has been developed. Furthermore, different models for knowledge management may be used by other organizations.

Still, with the changing organizational contexts, new models are needed to enable knowledge mining, management, and dissemination in the digital era. It is also vital to emphasize security, which is critical because the digital age comes with the difficulty of being able to offer people access to information, perhaps jeopardizing the organization’s privacy and corporate secrets.

As a result, digital transformation is altering client expectations dramatically. Customers place expectations on organizations for developing new products and services and developing novel ways to suit their needs due to an organization’s ability to customize products. Organizations must develop new methods to adapt to changing situations due to rising demands from organizational contexts and rapid changes caused by new technologies.

By adapting, the firm develops organizational knowledge, leading to the long-term development of competitiveness.

Is there a one size fits all criteria for Knowledge Management in today’s era?

The demand to increase organization efficiency and effectiveness necessitates the development of a new knowledge management paradigm.

Organizational management is always on the lookout for new models that will allow them to leverage existing organizational knowledge for growth and development. Parallel to the growing need for knowledge management models in organizations, many new models have emerged, focusing on a particular aspect.

Furthermore, organizational knowledge management methods enable the distribution of existing information across all levels of the business. Which model a company chooses is determined by its needs and existing knowledge management strategy. Although knowledge transfer in an organization is a complex process that assumes that knowledge differs depending on the employee’s career stage and can be divided into individual, group, and organizational.

Inter-organizational relationships that relate to understanding partners, suppliers, competitors, and other stakeholders can be divided into individual, group, administrative, and inter-organizational relationships. As a result, the amount of knowledge is determined by one’s career advancement and the information that can be expressed and tacit.

Conclusion

The organization must establish and apply various knowledge management models to secure its growth and development and long-term viability. Different knowledge management models focus on other aspects. Its type and characteristics determine the model that an organization will use. Strategic knowledge management should be given special attention in a disorganized environment since it might allow the business to adapt to new requirements.

One of the issues that today’s businesses face due to environmental changes is the need to generate new IT-based knowledge. Because organizational knowledge can be a competitive advantage, the necessity of having an information system within an organization that will enable the transmission of gained knowledge and data protection in an integrated information system is continually highlighted.


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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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