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Posted December 21, 2020
Posted December 21, 2020
Confused about what direction to takeB2B programmatic marketing strategies? Maybe you want to take it to the next level, or perhaps you’re taking your first steps. Either way, this crash course will have you at a better place within minutes. Start with these easy hacks, and get set, go!
Programmatic marketing and advertising dominate martech and adtech. According to the eMarketer report, by 2021, 88% or $81 billion of all US digital ad dollars will transact programmatically. For lead and revenue generation, this innovative but now ubiquitous technique is the unspoken rule.
That said, let’s cut to the chase, shall we? You’ve got to be at the top of your programmatic game, because no one is waiting for you to catch up. Digital disruption is carrying everyone forward at a dramatic pace. Keep up with these guidelines for your programmatic journey.
Many marketers think of programmatic marketing as synonymous with real time-bidding (RTB) on an open auction to buy specific digital ad space. But there’s more to it. If needed, expand your programmatic knowledge with the article “Do You Know These 17 Programmatic Marketing Terms?”
At its most basic, programmatic marketing is an automated process of buying and selling ad space using computer programs and algorithms.
1 – Automated Guaranteed (AG): Also known as “programmatic direct,” it means direct negotiations with publishers to buy ad space programmatically. Through this process, buyers or advertisers purchase specific ad inventories based on fixed CPM.
2 – Unreserved Fixed Rates (UFR): These preferred deals exist within the ad exchange environment. It depends on prior mutual negotiations, and these highly targeted ads elevate UX for a publisher’s audience.
3 – Private Marketplace (PMP): This method limits ad sales to a particular group of bidders. PMP inventory is premium, as it only allows those advertisers whom publishers approve and invite. Compared to an open exchange, PMP deals boost brand safety and value addition for buyers.
B2B sellers often think that they’ve reached their goal once the customer buys a product. This is miles from the truth. In the course of your B2B programmatic journey, staying in touch with the marketing funnel is a priority.
✔ Lead Generation: The rule of thumb for marketing success is persuading more and more people to invest in your product or service. This usually happens through a series of steps or conversions. With intent data-driven targeting, you identify the in-market prospects who can carry you to your revenue goals. Programmatic strategies hyper-target users who fall under your buyer persona, based on demographics, geographical locations, gender, etc. Relevance goes both ways, and intent data gives you even more specific pictures of relevant prospect activity.
✔ Lead Nurturing: B2B marketers expect to nurture existing leads before they will convert to customers. Retargeting via programmatic advertising is a proven method of lead nurturing. With contextual targeting, you develop and reinforce relationships by responding appropriately at every funnel stage.
✔ Customer Loyalty: The best-case outcome of customer satisfaction, positive user experience, and a valuable product or service is customer loyalty. The customer will repeatedly engage and invest in a particular brand based on relevance and prior experience. Programmatic targeting increases the chances of upselling in response to customer signals, and it boosts brand awareness.
To make the best choice for your business, you have to understand the basics of two programmatic options: display advertising and native advertising. In display advertising, you place ads in specific areas outside the editorial content of your website. In native advertising, the ads blend into the editorial content of a page. This process is highly effective, but make sure the pages you lead buyers to are relevant to your ad messages.
One of the first steps in a programmatic journey is to select the right ad platform to handle the operation. Otherwise, the outcomes will not meet your expectations and goals. In a programmatic ecosystem, each part has a specific role to play in the process. You can reach target audiences at the right time with an intent data-driven programmatic approach. Intent data adds the human side — the behavior — to help design personalized, relevant messages. An intent-driven programmatic partner can help you ramp up faster.
To further illuminate your B2B programmatic journey, you’re welcome to browse our other programmatic and data resources, and gain valuable marketing and business insights.
Here’s another way to kick start your data-driven future — the Anteriad Summit on January 21. Visit the agenda and see who you can’t miss.