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Why People Don’t Respect Marketers & How to Elevate the Marketing Profession

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Why People Don't Respect Marketers & How to Elevate the Marketing Profession

As a marketer, you aren’t getting the respect you deserve.

You are a hard worker that loves what you do. You have spent years learning an ever-evolving list of skills, testing and refining your craft as technology and society have chaotically shifted drastically. You help businesses to make more money, allowing them to hire more people, create better products, and build empires of sustainable revenue. 

Even so, no one gets excited to see a marketer walk into the room.

When the accountant walks into an office, managers are happy to throw their accounting work at them. When the lawyer arrives to ensure legal compliance, no one thinks twice about handing their contracts over. Even when a plumber arrives, no one questions how they fix the toilet, they’re just happy that the toilet is going to be working soon.

…but when a marketer walks in with a new marketing plan, hold onto your butts.

EVERYONE has an opinion. Everyone has doubts, suspicions, and sometimes hostility towards them and their promises. 

They will question your prices, results, plans, decisions, and worst of all, even if you are 100% successful at delivering what you promise, they may STILL fire you because you don’t charge less than the next marketer (who they consider interchangeable).

Unlike most professionals, from doctors, lawyers, and engineers to accountants, human resource reps, and graphic designers, marketers garner very little respect initially. 

This isn’t anecdotal either. When it comes to the C-Suite, the Chief Marketing Officer has a shorter tenure than any other executive by far. As reported by The Drum, “The average tenure of a chief marketing officer at 100 of the top US ad spenders fell to 40 months last year, down from 41 in the year before and the lowest average since 2009.”

As a marketer, what would it feel like to walk into a prospective job and have everyone rise to greet you? For people to be excited that you took the time to visit? For business owners to be RELIEVED that you have a solution to present?

This should be the case, but it’s not. In this article, I’ll describe how we arrived at the current perception of marketers and how we’re going to fix it.

Why People DON’T Respect Marketers

While the public’s perception of marketers is largely unfair and unjustified, it’s still there for a reason. Here is why I think that marketers aren’t garnering the respect they deserve.

Marketing is the Most-Trackable (and Therefore Damnable) Activity

Other than sales, marketing results are the most easily trackable components of a business. A business owner can look at a P&L and see the difference between revenue and the advertising budget, and while they shouldn’t, they will make decisions based on that number. 

Even with the changes to privacy and tracking, there are about a million reports that can be generated on all marketing-related platforms, from Google Analytics to Facebook Ads to social media channel subscribers/comments/likes/etc. 

With all this data, it’s easy for people to blame marketers for all sales results, even if the actual outcome is related to product design, customer service, pricing, and a ton of other operational concerns.

Marketing is Complicated

Unsurprisingly, most people’s idea of “marketing” comes from television, more specifically, the series Mad Men. A bunch of over-confident, chemically-addled man-children coming up with tricky phrases to doop customers out of some cash (at least that’s what cynics think). In reality, marketing is MUCH more complicated than that.

The funny part is that Mad Men actually gives an excellent view into marketing, but it’s not obvious and only marketers will probably understand it. A key note in that regard is in the first episode when a new employee is walked through the agency and told that all the “real money” is made in the lowly and unassuming “media buying department.”

Modern marketing is WAY more complicated than that though. Today, marketers have to deal with more competition than ever before, a constantly evolving set of legal, regulatory, and societal rules, and a changing and growing list of technologies, platforms, and media types (some of which, like the Metaverse, haven’t even been embraced yet).

These complications mean that marketing is even less understood than it has ever been in history, and with a lack of clarity has come a lack of understanding and appreciation. If everyone knew what was going on, we’d all start using the phrase “it’s not marketing strategy” rather than “it’s not rocket science” or “it’s not brain surgery” (maybe not, but you get the jist).

What type of marketer are you?

Big Tech Advertising Has Over-Simplified Marketing

Do you remember this commercial from the Super Bowl a few years back?

While an epic fight scene is going on, an unsuspecting chef designs his entire website… in a kitchen during work hours… three times. Every time his business gets destroyed, he quickly sets up a whole new brand and website that is instantly attractive and successful. Marketing is so easy!

NO! I used to build websites for a living, and between Wix, Squarespace, Bluehost, and Godaddy, the misconception that “building a website is easy” completely ruined my credibility. The same is true for advertising platforms that make running ads sound like a 5-minute task that a 5-year-old can do in her sleep.

Millions upon millions of dollars have been spent by big tech companies to convince the masses that all aspects of digital marketing are easy, cheap, and stupidly simple… and they are, if you don’t want to ROI anything you’re doing.

How to Make People Respect Marketers

Every Marketer Needs to Know Everything (a Little Bit)

Every marketer needs to know about every marketing method. Please note that I said “know about” and not “be good at.” Every marketer needs a basic understanding of how all pieces of marketing work together (our outline for overall marketing strategy is called the Customer Value Journey) before starting to specialize.

Marketing is one of the only professions that doesn’t require a base-level of knowledge prior to choosing a specialization… which is something that needs to change.

Many marketers actually become specialists before they know anything about overall strategy. They “become” a social media manager because they’re good at engagement, even if they have no understanding of how to convert people after they become a follower (or may have never made $1 online). In contrast, you’ll never meet a doctor who didn’t attend medical school prior to becoming a pediatrician, neurologist, cardiologist, etc. Doctors all start with the same education and requirements so they can make an informed decision about their specialization.

Here at DigitalMarketer we call this concept the T-Shaped Marketer. A T-Shaped marketer is somebody who has expertise in about 1-3 main marketing facets and broad knowledge of all marketing facets. Once you have a speciality, you can drill into it using what we called Learning Paths. No matter what, we always recommended starting with our Digital Marketing Mastery Certification.

Marketing Needs to Be Your Long-Term Profession 

A lot of people “end up” as marketers not through a conscious choice, but because they were good at some aspect of marketing and started doing it for other people. There is nothing wrong with this, but if this is how you became a marketer, you now need to choose to become a marketing professional.

What is a marketing professional? There’s lots of descriptions online, but at DigitalMarketer, we’ve defined it as the following after working with over 120,000 marketers:

  • Min. 2 years experience building and executing marketing campaigns.
  • General understanding of marketing metrics and a sincere desire to measure and be measured.
  • You are “T-Shaped” (meaning you have identified your marketing “super-power,” but you also have a general understanding of all aspects of marketing so you can communicate and coordinate with multiple team members and stakeholders across a diverse set of marketing disciplines).
  • OPTIONAL (but highly recommended): You have at least one professional certification and are committed to continuing education (because this industry changes fast, and there are a lot of “talkers” who can’t actually DO out there).

Sounds simple, but you’d be surprised how many people have never managed full marketing campaigns or really care about their metrics. 

Practice What You Preach

This is a tough one for most marketers, both on the branding/company side AND the personal/professional side. You may be making your clients MILLIONS of dollars, but you and your company may not have ANY exposure online at all. No ads, no content, and maybe even no website. This is extremely detrimental for you and your profession.

I used to have a magazine called My Mad Methods, a gym, certifications, ecommerce store, etc. I worked with thousands of trainers, and I can tell you one thing… no one took the out of shape trainers seriously. Note that I said “out of shape” and not “fat” which is what you’re probably thinking. If you were a strongman trainer, you were expected to be strong. If you were an athletic trainer, you were expected to be fast. If you were a bodybuilding trainer, you were expected to look fit.

Did it matter that the current physical condition of a trainer may have NOTHING to do with their ability to train others? Nope. But as a trainer, the expectation was that you should be healthy and fit. Being “fit” therefore, fell into the realm of marketing… and that’s just for the fitness industry!

As a marketer, you’re expected to have an awesome online presence for both you and your company. It doesn’t matter that your business is 100% referral based, or making millions a month, or has systems that would make the greatest marketers in history cry with envy… if no one knows about any of that, no one cares (at least in terms of respecting you and your profession).

Why People Dont Respect Marketers How to Elevate the

Actively Contribute to Professional Marketing Communities

The quickest way to feel respected is to gain the respect of your peers. If no one within your professional network respects your work, you’re going to be hard-pressed to get respect outside of it. These are people who know what you do, know what success in the space looks like, and will gladly promote your work, thoughts, and ideas if they deserve merit.

Online content is a digital representation of your competency. If you could speak to every person on the planet, you may be able to explain your competency to them. Considering that would take thousands of years, it’s not going to happen. 

Instead, you have to show them how awesome you are with articles, videos, and podcasts, and then let those assets do the work for you. At the bare minimum, you should be commenting on other people’s content to gain exposure for your ideas.

Professional marketing communities provide the ideal way for all of us to enhance the respect of the marketing community. They’re a conflagration of the best content which will rise the top in the form of comments, shares, likes, subscriptions, and the most flattering form of praise of all, stolen ideas 😛

Enough people pay attention to your ongoing concepts, the more respect the entire population will have for our profession.

Want to Build a Content Marketing Career Path Heres What


Want to Build a Content Marketing Career Path Heres What

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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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