Most digital marketers are still trying to wrap their heads around the concept of programmatic marketing and what it can do for their businesses despite it being a $9.8 billion dollar industry. We already know that time is often of the essence when it comes to planning marketing campaigns, and that marketers are struggling to maintain (and make sense of) big data. Programmatic marketing can help with both big data and time…so keep reading if you want more of both.
First…what exactly IS programmatic marketing?
In the past, programmatic marketing was a digital advertising method that, simply put, used machines to buy ads that displayed targeted messages to target audiences. This differed drastically from traditional methods that required much human interaction in the form of RFPs, negotiations and insertion orders. Obviously, relying wholly on humans is expensive at times inefficient (although they’re still critical for the strategy and optimisation parts of campaigns!).
Programmatic marketing is no longer just a technique for display advertising
These days, programmatic marketing isn’t just about display advertising. It can be integrated into social media, landing pages and email campaigns for an integrated digital marketing strategy that reaches consumers across multiple channels and devices. It’s taking digital advertising methods to another level.
In the past, programmatic marketing was used mainly for site retargeting, recapturing consumers who did not finish a conversion (i.e., buy from your site). For instance, if a consumer were to be viewing widgets on your website, ads would later surface for the exact widgets they were viewing earlier on your site. Now, you can attract new customers from programmatic marketing. If someone were searching general widgets on Google, their ads can show them the widgets you sell on your site – without them ever having been to your site in the first place.
…programmatic marketing isn’t just about display advertising. It can be integrated into social media, landing pages and email campaigns for an integrated digital marketing strategy…
Programmatic marketing can be part of your CRM and social strategies
But it doesn’t stop there. After searching for widgets and perhaps seeing your ad, the same consumer could go to Facebook, where he or she may see that 10 of their friends like your page on Facebook. From there, he or she might go to the Guardian, where they see another ad for widgets – with a discount offered on the ad. Let’s say that it’s at this stage that the consumer hits your site. They look at the widgets you have on offer. Maybe they even pop a few in their cart – but they don’t buy. Programmatic remarketing enables you to email the consumer with the widgets they looked at – or even had in the cart but didn’t buy. Don’t think you have an email for the consumer? No problem. Services such as the Mojn Network allow you to identify your anonymous visitors and send them relevant, targeted emails. Talk about exposure to and trust in the buying cycle. At many steps in a consumer’s online journey, he or she has been exposed to your product.
…but what do you do once someone has seen your product so many times?
This is where programmatic marketing becomes really cool for those of you who are analytically minded. Consumer reactions to your marketing efforts (at any stage in the cycle) means more data for you. Sounds like quite a bit of big data – and it is! Luckily, Mojn Insights helps marketers make sense of all the information they have pouring in from their marketing efforts. It connects email database interactions with your website, giving straightforward information about your database and the activities of those on it – and your website.
Are you utilising programmatic remarketing to the most of its potential? What hang ups are you currently having with creating an integrated cycle?