Why invest in programmatic marketing?

Your audience is being hit with marketing messages in the form of digital ads on a constant basis. Most of these are ignored. They don’t speak to the intended audience on a personal level. They don’t cut through the noise, and they don’t deliver what the user is looking for.

To do that, you need to understand the data behind your audience. You need to understand what they want, their behaviours, what creative they’ll engage with. You need to know where they are at any given moment throughout the day.

Programmatic Marketing helps with all of that.

Summary Points

  • The main benefit to most advertisers is that programmatic marketing is more efficient than traditional ad buying, as you target people that matter most to you.
  • Driven by data and machine learning, programmatic marketing does not experience the same level of human error that other techniques do.
  • If you have started to think more tactically about your audience, you should probably explore investing into programmatic marketing.

An exciting method of marketing, programmatic marketing provides cut through in the cluttered digital space in a way that many others fail to do. Driven by data, statistics and machine learning, programmatic marketing does not experience the same level of human error that other techniques are subject to. Additionally, its automated nature means that section of a campaign is effectively taken care of, allowing businesses to dedicate the abilities of their human marketing teams to more intelligent and nuanced work. While programmatic marketing is essentially self-ran, it does rely on human insight and intelligence in order for it to be leveraged effectively in a campaign.    

Behemoth digital companies like Google offer free services such as Google Stats and Trends which can provide a degree of insight into audience demographics and behaviours which can be hugely helpful when designing your campaign. However, the results gleaned from these platforms are limited and are less reliable than those provided by an agency of programmatic experts. Investing in a specialist agency to take the reins on your programmatic marketing is a great way of learning how the technique can be used to improve your business. It alleviates any extra pressure on your current team to have to learn as they go when it comes to applying programmatic marketing and allows them to focus on their own talents and abilities. This can lead to more energy being channelled into creative and strategic thinking, improving other areas of your business.

Substantial investment in this sector can have an excellent lasting impact on your revenue; when your ads effectively target the right consumers, this leads to greater visibility for your brand. It is human psychology to be impressed by and remain loyal to brands which we feel serve us, and a perfect way of showing this is by targeting ads at consumers who will value them. It makes your audience feel seen, understood and catered to; all experiences that will convert a one-time buyer into a life-long customer. 

While programmatic marketing is essentially self-ran, it does rely on human insight in order for it to be leveraged effectively in a campaign.