When a consumer browses the internet on their tablet in the morning, and later switches to their smartphone in the afternoon, they don’t consciously consider that they are engaging with specific channels, on specific devices, at specific times. Instead, they expect to be able to switch seamlessly between devices as and when they see fit.
Brands realise this and are actively working to unify the experience they offer across all marketing channels in order to play a more active role in the purchase decision-making process.
Programmatic technology is a powerful tool for brands to deliver an omni-channel experience, yet putting programmatic into practice does not happen overnight.
Brand marketers need internal buy-in from a number of key stakeholders across the organisation to implement programmatic technology. Sure, the digital marketers are already convinced of its value but what about the chief financial officer (CFO), the chief information officer (CIO), and the traditional marketing teams that play crucial roles in executing brand strategy?
More money, fewer problems, and a happy CFO
Programmatic technology has proven itself to be a cost-effective marketing tool. In a recent survey conducted by WBR Digital in association with MediaMath, retailers outlined the top ways programmatic supports their greater business goals.
Key reasons included: driving direct revenue and improving understanding of digital return on investment, pushing businesses to be more customer-centric and serving key performance indicators throughout the customer life cycle — from brand awareness to conversions and retention.
What is more 90% of retailers reported that programmatic had improved customer experience through delivering relevant messaging, and 87% said it had improved media return on investment and conversions.
The marketers of today are expected to drive revenue forward and supply the metrics to back it up. Programmatic technology enables marketers to do so by arming them with insights on campaign performance and customer behaviour, both of which are crucial to optimise in order to drive business results.
Marketing and information technology: together as one
The responsibilities of the marketer and technologist are becoming increasingly blurred as brands activate data for marketing insights.
Marketing operations now rely heavily on various technologies, yet a disconnect still exists between IT and marketing departments.
Although brands are making the effort to align these departments for agile technology-driven marketing initiatives, more CIOs and chief marketing officers (CMOs) are recognising that alignment and shared ownership is needed across marketing technology projects to drive success for the business.
Internal marketing alignment
Just like the CMO and the CIO need to align needs, it is imperative that each marketing team within the organisation collaborates to ensure alignment across the breadth of marketing channels used.
If the traditional marketing team is not working in conjunction with the digital marketing team, how can the brand deliver a truly seamless customer experience?
Unifying marketing teams to pursue the same goal ensures the brand does not miss any opportunities with customers.
Programmatic technology gives control back to the brand through increased responsiveness to diverse customer interactions. It enables brands to engage consumers across channels, with relevant offers, at different times in a highly personalised way.
Smart brands realise the need to deliver a consistent experience across all customer touchpoints. However, if key stakeholders and marketing teams are not on the same page, the hard work dedicated to building a strong marketing practice will fall apart.
Poorly planned and executed media is a terrible experience for the customer and negatively impacts growth for the advertiser.
A comprehensive understanding of the value programmatic technology can deliver, combined with the alignment of departments and teams, will ensure brands execute data-driven marketing campaigns that put the customer first.