Does the term programmatic marketing leave you scratching your head as you think "What is that again?" You are not the only one. Many marketers seem to be in the dark with regards to Programmatic Marketing, which led us to gather a group of experts and ask them not only what it is, but also, should we be doing it?
Mukund Ramachandran - DataXU
Mukund oversees the Brand platform at DataXu, leading the company's efforts in aligning advertising solutions and developing go-to market strategies to address the fast-growing online brand advertising area. DataXu uses a data driven approach to delivering advertising solutions and measuring the impact of cross-channel media including display, social, mobile & video in delivering brand marketing objectives. Prior to DataXu, Mukund was Sr. Director, Product Marketing at Tremor Video where he lead the company's product marketing, vertical go-to market, and sales enablement efforts. Mukund cut his teeth in digital media at Yahoo!, where he was a Director of Product Marketing at the Yahoo! Media Group, responsible for delivering high-impact advertising programs for the top 200 brands using consumer promotions & integrated media. Mr. Ramachandran holds an MBA from the Thunderbird School of International Management, and a Master's in Management Studies from BITS, Pilani, India.
Programmatic Marketing is the marketing practice which rewires marketing via the application of anonymized consumer data and marketer specific business rules (via algorithms) to make a marketing campaign smarter & more effective. The implementation of programmatic marketing is transformative as it has changed marketing which was stuck in a channel centric or an audience-segment centric view towards a more robust and personal consumer-centric view.
The application of programmatic marketing provides marketers the ability to measure and tailor each and every ad interaction to consumers at the impression level based on the information available about the consumer and campaign’s desired goals. Programmatic marketing also enables marketers to learn what works and what doesn’t in real-time, allowing them to refine the campaign as necessary to deliver increasingly better results.
It’s a hot buzzword right now and marketers everywhere are paying attention to programmatic marketing because of its potential to dramatically improve return on investment. In particular, marketers are focused on three key benefits:
- Elimination of wasteful media spend
- Automation of manual work
- Personalize the creative message
- Identify and focus on highest value segments
- Detailed behavioral data in real-time
As programmatic marketing continues to grow in popularity, providers must continue to evolve to keep up with the changing space.
Ben Plomion - Chango
Ben is VP of Marketing at Chango, where he heads up marketing and is also responsible for expanding the company’s data and media partnerships. Prior to joining Chango, Ben worked with GE Capital for four years to establish and lead the digital media practice. This led to the development of GE Capital’s digital value proposition and its execution worldwide. The new venture re-energized paid, owned and earned media across 70+ web sites. Ben graduated from GE’s Experienced Commercial Leadership program after completing his MBA at McGill University. Before GE, Ben held a variety of Marketing & Business Development roles in the e-payments industry, while working at Gemalto in London. Ben writes frequently for Digiday, CMO.com and Search Engine Watch.
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