CMOs and their agencies must transform for a new era of programmatic marketing. Programmatic simply means automated, so programmatic marketing refers to using technology to automate the process of planning, implementing, managing and analyzing marketing campaigns.
Automation also reduces the investment needed for sales and marketing, eliminates middlemen from the process and saves money because it cuts out complex ad-operation tasks and the transactions become transparent, more efficient and effective:
Honing the Message
With programmatic marketing creating a single viral marketing campaign can be miraculous for brand awareness and gaining customers. This provides a huge advantage over traditional marketing where you could only offer one advertisement to a diverse segment of consumers. People want marketing that’s personalized and tailored to their needs so the single serving quality of a short narrative is the perfect art form for the programmatic age and is the most cost effective way to deliver personalized content to a target consumer. The result is qualified leads and conversion at lower cost so that CMOs are able to optimize and target the right consumer in real time with an ad that has a single context to a single target and agencies can determine which consumer gets to see what content and achieve a better result.
Affect Campaigns Instantly to Changing Market Dynamics
Programmatic marketing provides data driven prospects and turns the hard into the possible by being able to continually self-improve and analyze data in real time. By evaluating traffic and pricing across reach, clicks, impact and engagement programmatic marketing can instantly react to changing market dynamics to measure performance, make alterations and maximize the campaign. This means less waste because it’s faster than manual optimization and it allows marketers to spend more time focused on the planning and creative behind the ads rather than the logistics.
More Time For Strategy Development
Today CMOs face challenges of agility and speed not the scale and uniformity of bygone days in advertising. Most advertising is typically passive by nature, but with programmatic channels CMOs can intersect with grounded strategies that deliver more targeted, tailored and faster campaigns that stimulate and engage consumers in multiple areas. As CMOs seek more efficiency and effectiveness to share their content and fuel their growth traditional marketing will decline and marketing automation will make many activities obsolete as programmatic begins to streamline the more lucrative operational aspects of the marketing process. This allows CMOs to focus on what they do best: developing and testing strategy and building marketing campaigns.
Paying for the Consumers you want
Using millions of data points sources from first-party and third party data programmatic marketing develops a holistic view of the consumer to find the right audience, target advocates of the brand and serve highly targeted content in a millisecond. In real time CMOs can optimize their campaigns and vet
if a consumer is likely to be a prospect because programmatic analyzes behavioral and psychographics data, not just clickstreams that measure what is working and jettisons what’s not.
The beauty of programmatic marketing is that you can improve the efficiency of media spend because you’re reaching out only to the consumers you are looking for which delivers ROI, increases CTRs and reduces CPC.
Ability to Plan and Build Effective Multi-channel Cross-device Campaigns
Now that CMOs have a cross channel, cross screen view of the consumer they can deliver the right message to the right consumer and ensure that digital marketing efforts deliver maximum click through rates and improved targeting.
Based on data that instructs the strategy for the campaign and the auctioning of impressions only the content based on the data and insights that are appropriate to the campaign are used. Programmatic marketing only shows up on specific channels and websites if the right target customer is browsing a specific channel at that time. It also removes multiple silos of data from different departments and agencies and purges the multiple counting effects of a single channel view.
Evaluating Campaign Success Every Second
Programmatic marketing allows CMOs to measure the reach (awareness, education), impact (action, conversion) and engagement (retention, and advocacy) of their digital marketing and evaluate campaign results across every channel of video, search, mobile, and display in real time. This enables CMOs to establish clear, empirical campaign goals and allows their agencies to be more efficient, reduce campaign costs and achieve KPIs with a reduced set up time.
Ability to Build Scale
With the ability to strategize, implement a campaign, manage it and track it across many publishers
through a central source it’s easier for CMOs to scale across thousands of sites and channels to create multiple marketing opportunities from one idea. That represents enormous progress and efficiency that guarantees marketing is being seen in the right context and doesn’t open the door to non-viewable impressions or environments that are not brand appropriate.
Deploying Programmatic in New Ways
Outside of analytics and content management platforms the large majority of publishers use to have little utility for marketing technology. What makes programmatic marketing so exciting is that it heralds a new era of marketing automation that can dramatically lower costs with transparent pricing creating greater efficiencies and enable publishers to heighten sales, rationalize operations and create suitable data to enhance the overall process. For programmatic marketing to be effective for publishers and their partners, the industry has to dispel the myth, demystify the technology, squash fears of fraudulent criminal activity and provide intelligent access to big data.
Programmatic marketing has changed the approach publishers have traditionally operated forcing them to become experts in programmatic. The potential here is enormous, with publishers gaining greater control over the buying and selling of inventory with insight into how their content is performing, creating more value for Chief Marketing Officers, brands and their agencies trying to reach them.
Is Programmatic Marketing the Future?
The shift to programmatic marketing is causing a seismic shift across the board, not just for publishers, but also for CMOs and their agencies that need new ways of working faster. The major benefit for most CMOs is greater efficiency, but programmatic marketing carries with it several bigger and longer-term benefits. As the technology advances, programmatic marketing will be a dominant player and become more sophisticated. An entire category has been created around programmatic with specialized providers leading the charge along with some of the major agencies and companies such as Wal-Mart building in-house platforms that have evolved rapidly to become an essential tool.
The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing. They all better hurry up for within 2-3 years we won’t be saying “programmatic” it will just be the way things are done.
@deancrutchfield
dean.crutchfield@odemglobal.com
http://www.linkedin.com/in/deancrutchfield
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