The marketing technology is progressing right now and many people may not even realize it. Digital media started with communication and media-centric marketing. An example might be that a company would create its schedule of content, sales, advertising and mail. They may tweak and optimize them for delivery and optimal click-through rate, but more or less the content was delivered on the schedule of the business – not the lead or customer.
Marketing automation brought the opportunity to segment your customers into unique personas, develop content specifically for them – even personalized, and deliver it to them on a regulated schedule where triggers in their behavior would determine the next routine. In other words, the profile and lifecycle were still largely dependent upon the marketer. Sure, it was based on a lot of research and analysis… but the customer still wasn’t in charge of their own conversion path.
Enter big data. The ability to apply machine learning and analyze data in real-time is allowing marketing technology solutions to develop predictive routines with high accuracy. Now the customer can iterate through their own personalized lifecycle where subtle changes in behavior across offline engagement, online engagement, mobile and social can move them down the conversion path. Pretty exciting advancements that will no doubt transform marketing, maximize return on investment, and reduce the pushing and pulling tension we tend to apply on our prospects and customers.
What is Programmatic Marketing
The term Programmatic media (also known as programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement, and optimisation of media inventory, in turn replacing human-based methods. In this process, supply and demand partners utilise automated systems and business rules to place advertisements in electronically targeted media inventory. It has been suggested that programmatic media is a fast-growing phenomenon in the global media and advertising industry. Wikipedia.
Advertising is now available across every social media platform. Each solution has it’s own highly-customizable targeting options dependent upon profile, behavior, geographic location, or even device. This provides an opportunity for marketers to develop advertising that moves with the prospect through to a conversion. This is a far more sophisticated bidding and timing opportunity than simple remarketing schemes.
Programmatic marketing allows a marketer to set utilize the platform to optimize both the targeting, bidding and execution to maximize the return on investment. The number of leads can be maximized while the cost per lead can continue to be optimized for minimum spend. Yieldr is one such platform.
Managed bidding systems have been around for some time, but they were often clumsy and undependable. By the time you figured out what was wrong with your settings, you may have blown your budget. Advancements in data technology as well as the plethor of source data are enabling a new generation of programmatic marketing platforms that reduce the risk of programmatic advertising associated with yesterday’s systems. Social media advertising platforms are largely conducive to programmatic marketing because of their flexibility and the volume and array of data available.
Yieldr’s latest infographic highlights five of the biggest social media networks and the benefits of combining them with a programmatic platform.