For once, we’re going to tell you what you want to hear: there’s an opportunity for you to ditch the data-heavy spreadsheets and be more creative. That’s because programmatic marketing is here to stay. Here are three trends to look out for as you head into the fall.
1. Programmatic buying
If you are one of the millions of digital marketers out there looking for advertising space, programmatic buying might just be the way to go. Programmatic buying allows you to set parameters including bid price and reach. Your parameters will be overlaid with behavioural and audience data, allowing the platform to adjust these variables in real time to determine what settings are necessary to reach your desired ROI.
2. Flow advertising
Think about this: you’ve put a video ad up on YouTube. After the obligatory four seconds, the user skips the ad to watch the desired content. This is actual valuable data, not only in terms of aggregate success of the ad, but in how you personalise your next touch point with the same consumer. And this isn’t just relevant when it comes to video content. You can use flow advertising on your content marketing collateral, and even your display or paid activity on social. This helps you break down data on both aggregate and personal levels whilst giving individuals a custom experience.
3. Customisation and scaling will still be at odds
In a marketing world where automation is a focus, there are limits to how far you can go with a personalised yet scalable, automated approach. At Mojn we are all about finding a happy medium. Aggregate data and triggers can help to a certain extent. However, there is and may always be a place for native advertising. However, your native advertising will still stand separate to most of your programmatic and automated efforts. Native advertising will still work best when it is fully customised with a particular voice and tone, and automation obviously has its limits when it comes to that.
So there you have it…
Programmatic marketing isn’t just something for display anymore. Facebook and Twitter both offer it, and you can use it to surface relevant messages to website visitors and email subscribers. As much as that is a positive, audience fragmentation can be an issue given that most consumers access the internet and email via numerous devices. Thus, your data will sometimes be at odds with reality if consumers take different actions on different devices. So when it comes to programmatic marketing, follow the trends and dip your toe in. Compare the results you get with more traditional methods of advertising and marketing. And keep your eyes peeled. The trends will only continue, and the technology will only get better.