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Programmatic Marketing: Crafting The Future of Digital Advertising

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Have you ever found yourself at the crossroads of various marketing strategies, wondering which path is best? Today, we will shed some light on your way! 

The marketing world is like a puzzle, each representing a different strategy that could shape your success. New technologies are rising every day, shadowing yesterday’s tactics and methods. To continue controlling the game, we must be up-to-date, flexible and adaptable to the changes.

Traditional, or Digital, or...?

There is no general answer to this question. You can assume or ask questions and seek solutions based on observation. In 2023, we have a choice of 3 major types of marketing available:

  1. Traditional Marketing
  2. Digital Marketing
  3. Programmatic Marketing

Traditional marketing resonates with audiences looking for authenticity. It has long-standing credibility and time-tested strategies, such as face-to-face interactions and physical advertisements, which can evoke a sense of trust and genuineness.

Digital marketing provides accuracy, interaction, and the capacity to quickly adjust to a technology-driven society. It offers the flexibility to adapt rapidly to changing trends and consumer behaviour, allowing business to reach their market and stay ahead of the competition.

Programmatic marketing, on the other hand, is an automated approach that uses data-driven algorithms to optimize the buying and placement process of digital ads in real-time.

Programmatic Marketing - Replacing or Complementing?

Programmatic marketing stands as a revolutionary change in the landscape of digital advertising. This automated process uses cutting-edge technology and data-driven insights to change how ads are acquired and shown on various websites. 

Ensuring that ads reach the correct audiences at the right time, each interaction has a more significant impact. It does this by examining what users do online using intelligent computer algorithms. This way, ads can be customized to fit specific groups of people, going beyond being faster and making ads match particular audiences.

While programmatic marketing has significant benefits, it is meant to supplement other marketing methods rather than replace them. Some of the reasons to consider this relatively new approach are as follows:

  1. Efficiency: Programmatic marketing focuses on the right audience at the right time since it uses data and automation to judge where to position ads in real time. It can result in lower costs and a higher return on investment.
  2. Precision Targeting: It enables accurate audience targeting, ensuring that ads are displayed to the most pertinent customers, which can increase the efficiency of marketing initiatives.
  3. Data-Driven Insights: With the help of programmatic marketing, marketers may gather a wealth of data to better understand customer behaviour and campaign effectiveness. This information can influence future marketing plans.
  4. Scale: Technically, programmatic advertising may be beneficial for companies of all sizes and scales; we recommend considering factors like monthly traffic and resources.
  5. Personalization: Individual users can receive customized content and advertisements via programmatic marketing, which improves the user experience.

Example of Programmatic Advertising in Action:

Data Collection: The merchant begins by gathering information about the website users’ browsing habits, the products they have looked at, the items they have placed in their shopping carts, and their past purchases. They also consider outside data sources, including geography, online activity, and demography.

Audience Segmentation: The business divides its customer base into various categories with the collected data:

  • Users who recently looked into specific product categories but didn’t take any action.
  • Users who abandon their shopping carts never finish their transactions.
  • Returning consumers who frequently make high-value purchases.

Real-Time Bidding:
The retailer uses programmatic advertising’s real-time bidding (RTB). Users’ data is quickly examined when they visit a website or app that is a member of an ad network, and advertisers (including the store) can then bid on ad space to show that user relevant adverts.

Ad Creation: The retailer creates various ad creatives tailored to different audience segments. For those customers who have recently browsed electronics products, they might build advertisements with discounts on electronics, and they might make ads with fashion bargains for users interested in apparel.

Ad placement: With the help of programmatic technology, the retailer’s ads show on websites and mobile applications that correspond to the user profiles and interests. These ads may be banner ads, video ads, or native ads, depending on the platform.

Real-time optimization: Programmatic advertising constantly assesses how each ad is doing and how it affects conversions. The bid for an advertisement may go up if that audience segment’s response is positive. The optimization happens in real time.

Results and Reporting: The retailer receives a thorough evaluation of the effectiveness of their programmatic advertising programs. They can monitor click-through, conversion, and return on ad spend (ROAS).

Scaling: As the retailer’s programmatic advertising campaigns show promising results, they can increase their investment in booming sectors or broaden their target demographics.

Programmatic advertising can benefit a wide range of businesses. There are no industry restrictions. Whether you run an e-commerce business, automotive, or financial services, align the advertising strategy with your business goals and objectives. Mix, test and embrace the technology upgrades with an open mind for the better future of your business.


Related articles: Match2one blog 

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