The 21st century period presents the toughest time for digital marketers to build their brands and stay relevant to their audience. The reason being; there’s a serious fragmentation of the media, coupled with the rising explosion of personalized media – and this crops so rapidly, leaving little to no chance for the average digital marketer to succeed. See the rapid rise of sites such as Flipboard and Pinterest, and how they are quickly shifting the digital landscape.
Smart marketers continue to rely on a vast array of data to make sense of the market. But you see, they have to work alongside programmers who will be able to customize the message and deliver it in the most relevant way. The act of delivering these targeted messages is what we call programmatic marketing – a concept that is still new. However, it’s also crystal clear that the future of digital marketing is here, so marketers who won’t catch up will be left behind.
The Various Channels
Digital marketers have no choice but to reach to an audience who uses multiple devices and channels to browse the web. But it’s also clear that tracking a consumer who uses a smartphone, a tablet or a laptop while making sure that each message is customized for the relevant device remains a technological challenge – and this could explain why so many businesses/brands haven’t found a solution yet.
Directing Messages Precisely
Programmatic advertising opens up opportunities for marketers to target their consumers more precisely. They have so much data to work with – from devices consumers use to browse the web, pages they visit, to the social graphs they share across other users. This means that they can now shoot at the target more precisely than ever before.
A Case Study
Let’s take an example of site re-targeting. If you’re searching for H&M Oxford t-shirt, then surf other sites as well, you might come across an ad displaying H&M oxford T-shirt – the very piece you were looking for. You’d simply come across ads displaying the same t-shirt, despite never having to visit the official H&M website.
Questions that Arise
Obviously, digital marketers are asking the question of why the need to tie this technology to display advertising alone. After all, they can still deliver information, while benefiting from the same automated targeting, which guides their audience through the purchase process, coupled with both personal and relevant information.
But it isn’t surprising that programmatic marketing is going beyond display advertising. You realize that tech-savvy marketers now reach their audience through hyper-targeted offers right in their mail inbox. For example, when you run an e-commerce website and you know that majority of your users only look at the product page, the next step you would take is to deliver an email into their inbox, describing the very products they see on the homepage of your site.
Again, when a user reads a review about your product, you want to be a part of that conversation by giving them accurate product information of what they’ve just read.
These automated messages must be customized for different channels. Because of the smartphone era, it means there’s opportunity for coupons and point-of-sale offers. Some customers will use their smartphones to access discounts online (depending on the platform they are in). But again, a point-of-sale offer might be presented differently to someone browsing that offer using a desktop at work.
Furthermore, the offer might even be more effective if it’s customized for evening shopping on tablet devices. And just to add, there’s need for the broader message to remain consistent even when the offer changes. It sounds daunting and complex, but at the end of it all, programmatic marketing enhances performance while cutting costs.