Programmatic buying is scaling rapidly, with IDC forecasting nearly $14 billion in real-time buying spend by 2016. This exponential growth is reason enough to pay attention. But the possibilities of programmatic marketing are equally impressive, with an additional $66 billion forecasted in 2016 for programmatic marketing platforms - the approach by which marketers build a continuous, optimized customer engagement capability through the strategic application of technology, data analytics, and media.
For marketers and their agencies challenged by the data deluge and old-style decision-making processes, programmatic marketing opens the door to a new world of more informed decisions - and more effective marketing. Imagine using consumer data and business rules to plan, execute, measure, and optimize every interaction with individual consumers, in real time. If it sounds impossible, it was - until recently.
Turning the Internet Into a 24/7 Customer Alert Engine
If you're involved in any aspect of digital marketing, you know that as consumers click across channels, they generate a torrent of data. There's been lots of talk about using big data to understand consumer behavior, but it's only recently that marketers have truly been able to harness it in game-changing ways.
To spot trends and make correlations, programmatic marketing gathers and analyzes real-time advertising data to continuously fine-tune all aspects of marketing - from identifying and understanding the best consumers and what they want to getting deep insights into their omni-channel buying journeys. And programmatic marketing encompasses the entire engagement lifecycle, sending personalized content to each consumer, throughout the buying journey.
What's New in Programmatic Marketing?
It's clear that programmatic marketing has moved beyond the theoretical. Now is the time for marketers to put it to work. To demonstrate the impact and potential of programmatic marketing, here are some top trends seen in the marketplace today.
The Programmatic Evolution Continues
Today, we're looking at all of the data that results from media and realizing it's a goldmine of insight into user behavior. But more importantly, it's a roadmap for developing an "always-on," customer-centric engagement capability for making smarter decisions about investments and evolving business needs. Make no mistake about it, the age of programmatic marketing is upon us. It's time for brands and their agency partners to make the critical changes to skillsets, marketing processes, and technology for economic advantage and to achieve true omni-channel, customer-centric marketing.
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As Chief Marketing Officer of Rubicon Project, Julie Ginches is tasked with building the company's leadership position in advertising automation technology. She is responsible for all marketing functions, from leading the company's global public profile, and go-to-market strategy to sales enablement, marketing communications and public relations.
Ginches is a high profile marketing leader with 20 years' experience in launching and repositioning high growth start-ups through to market leadership, IPOs and acquisitions. She specializes in building brand, global marketing teams, and differentiating companies and products for maximum valuation.
As an early executive team leader at DataXu, Ginches built the company's global brand and marketing machine, spurring Inc. Magazine to name it the #5 Fastest Growing Company ranking in the overall 2013 INC 500 List.
Additionally, Ginches has led the marketing efforts at many other notable start-ups including, Jumptap, recently acquired by Millennial Media, Autonomy, which was acquired by HP, FAST, which was acquired by Microsoft, and Epicon, which was acquired by Nortel.
Ginches holds both a B.S. and MBA from Suffolk University, and is a frequent contributor and speaker in the marketing technology arena.
March 19, 2014