Can programmatic marketing be the next trend in advertising?

Marketing and advertising are often confused with the same. In order to understand marketing and advertisement, it is essential to know that they aren’t just mere synonyms, but they are two different business tools to promote a product or service. Advertising is one of the many tools of business marketing. Advertising, public relations, media planning, sales, strategy, market research are all parts of marketing.

When an idea transforms into a business, marketing helps the business to thrive. Everything else then follows. There has to be a need of a certain type of product or service, and that need is either created by marketing or understood with the help of marketing tools. There are many components in marketing such as market research, target marketing, positioning, competitive analysis, advertising, budgeting and more than act like marketing tools to understand the potential customer base.

Advertising is used as one of the most important tools of marketing by a company. By making the right advertisements, for the right people, a company markets its product to people to increase sales and generate revenue. Print media, support media, direct marketing, product placement, and broadcast media are all different types of marketing.

The new entrant to the business marketing tools is programmatic marketing. Programmatic marketing does advertising by making the right advertisement for the right people (target group) and at the right time. Programmatic marketing is giving a new face to advertising. Today we see many ads that are of no relevance to us. This is because the ads were not targeted right. Irrelevance means no conversion rate, and that leads to waste of money making the whole campaign a loss-making campaign. Programmatic marketing, using programmatic marketing tools, understand the overall customer base by observing parameters like demographics, geography, interests, behavior, content, time of day and device of the entire customer base and then pick the audience that will be interested in a certain type of product or services based on the observations.

Programmatic marketing can change the way advertising is being done to date. By using real-time data to observe consumer behavior, programmatic marketing helps a company to get maximum conversion rate by getting organic customers.

Programmatic marketing uses real-time data to get intelligent collections, generate insights and optimize the performance of its advertising. It helps derive the audience, and that is when a company’s impression hits the mark.

A number of companies are marketing using the programmatic method. Email marketing tools, digital marketing tools, social media marketing tools (including Facebook marketing tools) now use programmatic marketing method to reach out to the audience. Many social media management software like Lithium, Dapulse, SMhack and more can use programmatic marketing to hit the right target customers and get maximum conversions. The use of media marketing reporting tools is also crucial as it helps an organization to measure the impact of the social media marketing campaigns.

There is something similar to programmatic marketing/programmatic advertising, called contextual advertising. Both these methods are used to get the right kind of audience to respond to the ads. In online marketing, ads are shown on pages of the same context. For example, if someone is reading an article on loan, then he or she will find ads for companies that provide loans. In programmatic marketing, the ads that pop-up on a user’s page are the ones the user is interested in (based on the observation made from real-time data) irrespective of which website or page he or she is on.

Programmatic and contextual marketing helps a company get more conversions hence it is possibly the next trend in the advertising world.