Have you been on the lookout for the best marketing tips? Are you looking for a breakthrough strategy that will take your business to the next level?
Or have you heard the term “programmatic marketing” get thrown around, and are curious to know exactly what it means?
Either way, you’ve come to the right place to learn about this revolutionary advertising method.
Programmatic marketing offers a way for organizations of all sizes to get the best possible returns from their ad spending using automation. Although it isn’t exactly new, it’s still widely misunderstood and underutilized.
Best of all, programmatic marketing isn’t limited to a single ad platform. With a programmatic ad campaign, you can target your ideal customers wherever they are online.
Despite its potential, many people find programmatic marketing hard to understand. This is one reason why marketers haven’t been quicker to adopt this incredible technology.
Fortunately for you, this article will seek to make programmatic marketing simple. Keep reading to find out everything you need to know about programmatic marketing today.
What is Programmatic Marketing?
Programmatic marketing refers to the practice of using automated bidding and placement systems to buy and sell digital display ad space in real-time.
As a term, programmatic marketing can be misleading. At first glance, you might assume that any type of marketing automation would fit into this category. But it only refers to automating the purchase of ad space for targeted display ads.
How Does Programmatic Marketing Work?
In programmatic marketing, ad space is purchased through automated bidding in real-time whenever an ad is needed to display on a webpage.
When a web user navigates to a webpage or app, it makes a request for an ad targeting that specific type of user. Brands trying to advertise to that user will have automatic bids placed and the highest bidder will get the ad space.
As in all types of digital advertising, detailed targeting is probably the most important aspect of programmatic marketing. Businesses get to target exactly the kind of customers they’re looking for based on a wide array of factors.
Location, job title, hobbies and interests, and more all play a role in deciding what users see certain ads. If you know what kind of person you’re targeting, you can reach them with programmatic marketing.
Another great thing about programmatic marketing is that it works with almost any internet-connected platform. Ads are displayed on traditional websites, social media sites, mobile apps, and even connected TVs.
Why is Programmatic Marketing Significant?
So far, programmatic marketing may not sound that different from buying ad space directly from social networks or search engines. But even though they share some similarities, they’re not the same.
The biggest difference is that programmatic marketing is done through an ad exchange service.
Exchanges buy and sell ad space for a variety of websites and platforms instead of just one. This makes it easy to track and target the same customer across multiple platforms and sites.
This difference makes programmatic marketing unique, but it’s not what makes it significant. The biggest factor that makes programmatic marketing stand out is that it lets brands use their advertising budget most effectively.
Ordinarily, buying ad space would be a considerable risk. With most forms of advertising, you can’t gauge the effectiveness of an ad or campaign until after it’s already run. Even with PPC ads, there are limited opportunities for fine-tuning.
This traditional approach to advertising costs marketers too much money. Campaigns are hit-or-miss, with targeting errors generally not being noticed until it’s too late.
But with programmatic marketing, campaigns are constantly being re-evaluated and adjusted. A campaign can be updated with new customer data on the fly. Multiple tests can be run simultaneously to identify and learn about target customers.
A programmatic marketing system won’t only launch and run your campaign for you. It will also monitor your ad spend and look for areas for improvement. This is key for maximizing an ad campaign’s ROI.
Who Should Use Programmatic Marketing?
It isn’t hard to see why programmatic marketing is such a game-changer when it comes to targeting consumers. No matter what you’re selling, as long as you can clearly define who you’re selling it to, programmatic marketing can help make it happen.
But it isn’t just for B2C businesses. Programmatic marketing can also be a game-changer in B2B campaigns. In fact, it can have an even bigger impact because the group being targeted is so much smaller.
While B2C campaigns target a mass audience, in B2B campaigns, you’re usually targeting a much more specialized group of people. Generally, these are decision-makers in a particular sector.
Programmatic marketing uses customer data to effectively identify the key people who will make the biggest difference to your B2B campaign’s success. This kind of data-driven targeting sets programmatic marketing apart in a big way.
How Should You Get Started With Programmatic Marketing?
Programmatic marketing isn’t just available to large businesses with big advertising budgets. Thanks to its flexibility and budget optimization features, any organization can take advantage of the opportunities it provides.
Still, as with any other important marketing campaign, you want to be sure the people running yours are experts at what they do. Ad targeting is both an art and a science, so it’s best to work with an agency that knows what they’re doing.
Leverage Programmatic Marketing in Your Business Today
Programmatic marketing is powerful because it allows you to target your ideal customers wherever they are on the web. By now, you should know everything you need to understand how programmatic marketing works. But what’s the next step?
If you want to use the power of programmatic marketing to supercharge your advertising, Specificity can help. As long as you know what customer you want to reach, we have the tools and data to find them.
Contact us today and get ready to take your digital marketing strategy to the next level.
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