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With the overflow of emerging technologies, buzzwords, and a huge amount of data, marketers today compete in a turbulent digital environment. The current state of affairs in the digital realm creates a climate in which only those who are willing to follow and adapt will succeed.
The digital landscape has created a tough competition and much more demanding consumers. Therefore, marketers need to search ways to make their messages more meaningful and relevant and find suitable contexts to deliver them to the right audiences. But despite its overwhelming rhythm, the modern digital ecosystem promotes numerous opportunities for data leveraging and personalized ad experiences.
The programmatic dominance
The rise of programmatic in recent years has dramatically modified the display advertising environment, making all key digital players adapt to the new technology, platforms, and devices.
In a nutshell, programmatic stands for anything automated; within the context of advertising, it is the automated means of the sale and purchase of inventory. Programmatic promises better efficiency in customer targeting, promoting this as its key asset. This, along with excluding human touch wherever possible, ultimately makes the sale and purchase cost-effective.
Real-time bidding is already the predominant choice in the display landscape as it rapidly earned the trust of marketers. This is largely due to the simplification of the media buying process and the introduction of bidding on an impression-by-impression basis in real time. RTB today can be used for display, mobile, video, radio and TV advertising.
By introducing automation and an entire spectrum of new features along with it, programmatic has reshaped the profile of the successful marketer of today in several ways.
Real time actions
The traditional concept of media buying meant arranging a fixed number of inventory and impressions with the seller side at agreed price. With programmatic, actions happen in real time, and not only bidding but also feedback, analytics, and metrics, which makes the entire process easier, more transparent and efficient.
Instead of spending money without having insights into the results, now marketers can organize their budget and make smaller buys, get insights in real time and make necessary changes, also in real time. RTB makes media buying a continuous process and creates possibilities for ROI maximization in each campaign. Plus, having insights on each step of the process means improved control and ability to stop things that don’t work, and modify those that do.
Keeping up with customers across devices
Consumers are increasingly switching between devices, whether they check their email on desktop in the morning, draft summaries on their tablets midday, or play games on their mobile before bedtime. This gives marketers a strong signal that they have to follow consumer behavior if they want to stay relevant. By constantly seeking strategies for cross-device targeting, marketers will be able to place their messages in a relevant context.
Delivering personalized messages
Nowadays, personalization is the ultimate goal – consumers want to see ads that they find appealing in a relevant context and time. Therefore, advertisers race with their needs and wishes, tailoring their messages in a way that consumers will find interesting and engaging.
Audiences today prefer customized experiences which reflect their individual needs, and ads are no exception to this. So, marketers need to respond to these new demands if they wish to stay successful. By using data to segment audiences, marketers have the chance to evaluate every single impression and tailor messages relevant for their target consumers.
The skills required in the current display ecosystem are largely different than those needed years ago, so marketers need to define and develop them by taking into consideration customer preferences and the state of affairs in the industry. Doing this should definitely pay off in the long run and result in long-term success.
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