Don't let Programatic turn into Digital Darwinism
If you don't understand the business value and strategic importance of programmatic communication, then you need to read this! Programmatic is a perfect example of a technology shift that if not embraced and implemented will lead to Digital Darwinism.
I swear to you, it is that paramount. Programmatic is not a new thing but here in Scandinavia the only users of it are a few early adapters and some of the big consumer brands. But don't think that programmatic is not for you (I told you what will happen if you think so), it can and should be considered put into use for a couple of good reasons.
1. The advantage of being a digital company is a hard empirical fact!
The digital elite outperforms any company across all industries. Nine percent better revenue generation, 26 percent more profitable and 12 percent higher market value than their non-digital competitors.
(Source: Capgemini - The Digital Advantage)
2. Bulls-eye targeting!
Programmatic can guaranty you a much more accurate targeting of your audience and it allows in a fraction of a second optimization that previously where not possible, leading to much better ROI's. The ability to target your audience, by age, location, type of device, weather, last surfed, in proximity to, and so much more, creates a lot of new opportunities.
3. Insight to Micro Moments or Moments of Intent
When combining Programmatic with Big Data you get new insight previously not known. Insights like the context your customers are in when considering your product. These insights get better with use and time and will become a powerful tool for you to target your customers at the right time, in the right place, with the right content in the future. This will soon lead to programmatic distributed individualized advertising content.
"If you have not started the digital journey and digital transformation of your business, then move over and let someone else have your job (goes for C-level as well)"
Knowing all this makes it easier to do something. I suggest you test out a programmatic campaign and see what you learn from it. It is easier than it sounds, just get some help from a programmatic company and define some clear KPI's and goals, prepare to convert leads and traffic and push the start button.