The future of Marketing is Programmatic

The Future of Marke.ng is Programma.c

Online marke.ng strategies to rapidly grow your digital business

Gessica Bicego ! [email protected] " @minigloo#


$%Programma.c Marke.ng Manager

@KAYAK

What is programma.c?

First coined by Digiday on 2012


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. ”

http://digiday.com/platforms/why-programmatic-marketing-is-the-future/

What is programma.c?


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


๏ 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


๏ Technology

๏ Marke.ng

&

๏ Efficiency

๏ Efficacy

๏ Scalability

๏ Time Saving (LTV)

How can you do it?


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

https://www.chango.com/resources/whitepapers/pulse/

How can you do it?


In House Solu.on

Programma.c Agencies

Hybrid Solu.on

' ()

In-‐House solu.on


๏ Know beIer your data

๏ Collabora.on Across Internal Teams

๏ Ongoing Tes.ng

๏ Faster environment

๏ Keep your data protected

In-‐House solu.on


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

http://digiday.com/brands/netflix-programmatic-ad-buying/

Retarge.ng


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


๏ Site Retarge.ng

๏ Search Retarge.ng

๏ Dynamic Retarge.ng

๏ Product Retarge.ng

๏ Social Media Retarge.ng

Retarge.ng


Retarge.ng Cross Solu.ons


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


๏ Tracking and Analy.cs

๏ A/B Tes.ng

๏ Target Segmenta.on

๏ Create your funnel


-‐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

http://www.slideshare.net/bi_intelligence/future-of-digital-blodget-ignition-2014


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

http://www.slideshare.net/bi_intelligence/future-of-digital-blodget-ignition-2014

Be ready! The Future of Marke.ng is Programma.c

THANK YOU


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