What Is Programmatic Marketing?
Programmatic Marketing is online targeted advertising campaign that work off potential clients interests, hobbies, search history and cookies. It is a program that learns as time goes on to specifically target consumers that are looking for specifically or similar products or services that you offer. The big companies are spending millions on this every year however, it is being offered for small businesses. You should be able to find a company in your area that will create a campaign for you for between $6 – $15/month.
“Bottom line, programmatic buying is more efficient, more effective and more transparent than the traditional digital media buying model.” – Bob Arnold, Associate Director, Global Digital Strategy at Kellogg Company
As I mentioned, the big companies like Bell, Rogers, SportsNet, Honda even Facebook are using Programmatic Marketing to find potential clients based off your search history, cookies and hobbies. If the big companies are doing it, why can’t you and your small or medium-sized business?
Many small businesses avoid potentially significant advertising mediums for three reasons:
- Lack of Knowledge: Lack of knowledge in many core areas of business such as social media or new and more effective marketing mediums can significantly impact your small business’s ability to succeed. For example, if you are not on social media personally because you don’t like it does not mean that you shouldn’t put your business online. Social media is a great tool to help give your business that online presence and another avenue to connect with your customers.
- Small Budget: Unlike larger businesses, small businesses have smaller budgets. This means that they have to be smart with their advertising dollars. Every year, about two months before their start of year, create a marketing plan. This will help you review last year’s advertising campaigns and see what worked and what didn’t. If you find one of the mediums is’t working like newspaper,then use that budget for a different advertising medium. If you need ideas, a simple google search or just contact your local business center.
- Fear: People fear the unknown. Many people go into business because they want to be their own boss. What they don’t realize, is there are many responsibilities of being the boss. Accounting, marketing, advertising, payroll etc. If your unsure about something, delegate. Find someone who studied marketing or advertising and out them in charge of that department. Less stress for you the business owner and you can get back to managing your business.
Digital advertising, particularly programmatic buying and real-time bidding, has gotten a reputation for being solely a direct marketer’s endeavor. But this doesn’t have to be the case. Programmatic media need not serve only direct sales goalsit can be an incredibly effective branding tool. Take a few minutes to watch the video below to better understand programmatic marketing and how it can help your business.
Check out the following video for a better understanding of Programmatic Marketing:
Programmatic buying can help you keep your message in front of the right people. Unlike the spray and pray approach of serving your ads to anyone and everyone in hopes that youll reach the right people, programmatic media buying helps you focus exclusively on those for whom your messaging is relevant.
In terms of getting the most for your budget, limiting your ads to a focused group is the most effective solution. Leveraging programmatic tools like retargeting and audience targeting is the absolute best way to maximize your return on ad spend.
Many brands hesitate to test out programmatic buying for fear of appearing on sub-par or non-premium inventory. Though the most valuable and coveted online ad space is unlikely to be available on programmatic exchanges, it’s not all garbage inventory (contrary to many brands fears). Secondly, data about your audience makes middle-of-the-road inventory infinitely more valuable. Knowing you’re reaching the right people makes any inventory premium.
Programmatic buying can also help you to learn more about your audience. By following the right people around the web, you can learn about valuable, relevant sites that your audience frequents that you may not have heard of. This can open doors to additional opportunities for engagement.
For more information regarding Digital Advertising, Social Media or any other marketing concept please follow me on Google + and subscribe.