Almost all businesses and advertising agencies are using online advertising of some kind within their marketing mix. This means that the digital space is crowded with ads from various businesses, including your competitors.
What does this mean for your advertising efforts?
Well, it could mean that you have a brilliant concept for an ad—excellently designed with an engaging, authentic message. But if it’s not in the ideal spot, targeting the right consumers, it’ll never get seen by the right audience.
Programmatic advertising uses technology to plan and purchase digital media. It also uses artificial intelligence to learn how to purchase that media more efficiently. Here are some tips to keep in mind as you make it a part of your ongoing digital marketing campaigns.
Each customer’s journey is unique, but always follows the same path. As marketers, our job is to solve problems, and that’s where most journeys begin. A customer begins with a problem. It could be something as simple as “What’s for dinner?” or more complicated and emotional like “Where can I find a breast cancer specialist?” These challenges cause the buyer to do research, then compare options, decide on a solution, and, if that solution fulfills its promise, they’ll return. But the last step is that they are so happy that they advance the engagement so far as to make a referral. Then they repeat.
Tales of a bad experience are often shared online, leading to disastrous results for your brand’s image. Moreover, research shows that companies offering a better customer experience are about 60% more profitable than their counterparts because they have an enhanced reputation.
So, when using programmatic advertising, it’s a good idea to have some understanding of your customers’ needs to create better content and ads that translate into better conversion ratios.
To get the most out of your programmatic ad investment, it’s important to have clear-cut goals for your campaign, i.e., is it direct response or to download an e-book, which is a preliminary step?
Once you have specific goals in place, it becomes easier to create your programmatic advertising strategy. You can start by asking yourself or your team basic questions like whether the strategy will help you reach your audience or whether it would improve the bottom line.
When you’ve decided on the target audience and identified your goals, choosing the right measurement of success will become a lot easier.
Connecting with the right audience is key when it comes to digital advertising. And with programmatic advertising, segmentation can tell you precisely what a customer wants.
Ideally, when using programmatic advertising, it’s best to divide customers into multiple segments instead of one generalized group. This will help you create an all-encompassing strategy that caters to everyone.
By targeting different segments with personalized ads, you can make the most of your programmatic advertising campaign. Remember, this type of advertising allows you to refine your campaigns and make them better as your go. You should also consider A/B testing to help you refine your messages and design. If you need help with it, reach out to a media advertising agency like OAK Interactive.
We’re a digital marketing agency in Houston, Texas, that can help with programmatic advertising and other marketing approaches.
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