Programmatic advertising is necessary for brand marketing to promote relevant messaging across digital platforms. Retail media growth projects showcase a staggering $106 billion in ad spending by 2027, so businesses must stay ahead of the competition in advertising.
Marketing strategies must be planned carefully, and programmatic advertising is the answer to future-proofing your marketing strategy. The blueprint of this strategy can guide the planning, execution, and optimization of your marketing campaigns to ensure you improve your bottom line, but it does involve some steps.
The guide below can help your brand develop and implement successful programmatic campaigns that drive actual results for your marketing teams.
Why Programmatic Advertising?
The automatic process of buying and selling ad space in real time to the most relevant audience that will engage is enhanced through the advanced targeting capabilities that it brings to your brand. Being precise can ensure you optimize your budget through ad spend and provide prospects with a genuine user experience to connect with your products and offerings.
Programmatic advertising also ensures that you’ll be unrestricted when reaching your audience. Your message can be cast across a vast digital landscape, from web browsers to mobile devices and social media channels. Your brand can target specific demographics based on more than just age and location, penetrating the market to uncover particular customer interests that broaden your client base.
Your business may be cautious about the cost of incorporating programmatic advertising within your marketing strategy. However, your brand can allocate funds more directly while having more wiggle room to make adjustments amidst your campaigns for optimization and growth.
You may also consider investing in a third-party agency to assist and help future-proof your strategy, such as media buying & planning agencies. Their expertise in providing your brand with improved ad spend and understanding your ideal audience can maximize your return on investment (ROI).
Action Plans for Programmatic Advertising
Here is a helpful checklist for your business to follow when incorporating programmatic advertising into your marketing strategy to ensure it runs optimally.
Enable Your Key Performance Indicators (KPIs)
Ensure you set up KPIs for each campaign or promotion you plan to execute. You need to be able to measure its success and reach, conduct regular reviews, and dive deep into its effectiveness in achieving your business objectives. With clear KPIs, you can maximize your brand’s online presence for more efficiency.
Ask Relevant Questions
Your marketing teams must address and ask questions before running ads to provide a clear, concise, and powerful message across your programmatic ads. These questions may include the following:
- How to serve marketing content?
- What channels are necessary to attract the target audience?
- How do we serve content?
- Is the content compelling, and what safeguards do we need?
- Does the content align properly with brand standards?
Mapping the Customer Journey
Creating a roadmap that outlines the customer journey will help you better understand and know what content your ads need to reach them. Your marketing strategy should involve developing the “story” that brings your customer from point A (making an initial connection) to point B (becoming a purchasing/loyal customer).
Lead Generation and Analysis
Evaluating your existing clients can help you identify leads that can supply your business with the highest value. Create a strategy around these specific targets so you can refine your advertising, and then go over your database to segment for functionality.
Test Data Sources
Testing alternative data sources emphasizing first-party data can help identify and measure your audience. TUI is an example of the successful use of customer relationship management (CRM) data to easily tailor display advertising to specific audience segments. Investing in this part of your strategy can help develop and deepen relationships with fellow advertisers.
Automation and Machine Learning
The future of artificial intelligence (AI) and machine learning will help identify gaps, and programmatic advertising can allow your business to make quick, efficient adjustments during your marketing campaigns.
You can quickly identify current functioning processes and discover why your audience’s needs aren’t met or what keywords need to be added or removed for a more targeted ad to improve your marketing.
Programmatic Marketing for the Future
Your business must understand that we live in a defining era of the digital age, where the decisions you make now will impact your brand’s future.
Ensure that you take steps to prepare your programmatic marketing strategy, such as analyzing and creating a roadmap to maximize the potential of your message and content across landscapes.
Get involved with industry groups to see what they are doing that’s working, and discover how you can incorporate similar strategies. Develop solutions to problems and present them in a way that can allow your audience to rely on your authority and expertise.
Understanding the current digital marketing landscape and what it means for your marketing strategies is imperative. Set clear goals and expectations, identify priorities and your marketing objectives to develop a management plan, allocating dedicated team members to each channel or medium you plan to utilize. You’ll successfully future-proof your marketing strategy with these steps for a promising future with programmatic advertising.
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