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The Future of Marke.ng is Programma.c
Online marke.ng strategies to rapidly grow your digital business
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
$%Programma.c Marke.ng Manager
@KAYAK
What is programma.c?
First coined by Digiday on 2012
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Source: hIp://digiday.com/plaLorms/why-‐programma.c-‐marke.ng-‐is-‐the-‐future/
“ Marketers are increasingly relying on mountains of data and talented programmers who can customize the delivery of relevant messages. Programma;c marke;ng, as the prac;ce
of delivering these targeted messages is now called, is s;ll rela;vely new. But it’s also clearly the future of digital marke;ng, and brands that fail to catch on now will be le@
behind. ”
What is programma.c?
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Programma.c buying (RTB)
Programma.c PlaLorms
(Retarge.ng)
Programma.c Approach
Programma.c is a new way to approach marke.ng, trying to automate
marke.ng process using technology, data and algorithms.
! " #& &
Programma.c Approach๏ Search Engine Marke.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Mobile (Na.ve Adver.sing PlaLorms)
๏ Video and Display Adver.sing (Contextual Marke.ng)
๏ Social (Facebook Exchange, TwiIer etc)
๏ Email Adver.sing
Why programma.c?
๏ Data
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Technology
๏ Marke.ng
&
๏ Efficiency
๏ Efficacy
๏ Scalability
๏ Time Saving (LTV)
How can you do it?
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
0%
10%
20%
30%
40%
All Respondents
How are you execu.ng your programma.c efforts today?
Source: hIps://www.chango.com/resources/whitepapers/pulse/
Via our agencies, they manage our entire media budget
Split between agency and in-house
All in-house
How can you do it?
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
In House Solu.on
Programma.c Agencies
Hybrid Solu.on
' ()
In-‐House solu.on
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Know beIer your data
๏ Collabora.on Across Internal Teams
๏ Ongoing Tes.ng
๏ Faster environment
๏ Keep your data protected
In-‐House solu.on
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Source: hIp://digiday.com/brands/neLlix-‐programma.c-‐ad-‐buying/
๏ Data Scien.st Team
๏ Programma.c Marke.ng Manager Team
๏ Programma.c Marke.ng Analyst Team
๏ Engineering Team
Retarge.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Retarge.ng is a way to serve ads based on the engagement of a user with your plaLorms or your brand.
#User Surfer Your site
#User Leaves
%Other Site
%& & &
Retarge.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Site Retarge.ng
๏ Search Retarge.ng
๏ Dynamic Retarge.ng
๏ Product Retarge.ng
๏ Social Media Retarge.ng
Retarge.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Retarge.ng Cross Solu.ons
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
You can use different marke.ng solu.ons to create a new funnel
#User Surfer Your site
#User Leaves
%Other Site
%& & &
Landing Page
% &&$Subscrip.on
Retarge.ng: Best Prac.ce
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Tracking and Analy.cs
๏ A/B Tes.ng
๏ Target Segmenta.on
๏ Create your funnel
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
-‐0,125
0
0,125
0,25
0,375
0,5
Desktop Display Desktop Video Mobile Social Na.ve Programma.c
35,7%34,7%
18%
42,6%
15,1%
-‐0,4%
Source: hIp://www.slideshare.net/bi_intelligence/future-‐of-‐digital-‐blodget-‐igni.on-‐2014
Adver.sing Revenue Growth (US) 2013-‐2018
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
0
7,5
15
22,5
30
2013 2014 2015 2016 2017 2018
€28€23
€18
€12€8€6
Source: hIp://www.slideshare.net/bi_intelligence/future-‐of-‐digital-‐blodget-‐igni.on-‐2014
Forecast Programma.c Ad Spend (US) in Billions
Be ready! The Future of Marke.ng is Programma.c
THANK YOU
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
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