Programmatic marketing uses automated processes for selling and buying digital ad space. Computer programs and algorithms do the negotiations and auctions, leaving little need for manual intervention.
The practice has taken B2B by storm, helping data-driven marketers hyper-target high-potential segments. This Ascend2 survey report, 66% of marketing leaders predict prominent programmatic marketing budget hikes.
Despite the adoption, automation and logic, programmatic marketing mistakes aren’t uncommon at all.
Avoid these mistakes in your programmatic marketing strategies.
1. Using Outdated KPIs
Before starting a marketing campaign, clarify the objectives. Assess what analytical tools reveal and then develop key performance indicators (KPI) that resonate with your marketing goals.
Many marketers stick to old or previously used KPIs for new campaigns — a potential blunder. Your KPI models and other attribution models must be in line with the present business goals and marketing landscape.
2. Analyzing only cost-based metrics
Analyzing only cost-centric, “C-suite” marketing metrics won’t give a complete picture. Also consider how to track where prospects are in the sales funnel. It’s a constant calibration.
In programmatic marketing, you enjoy the benefit of real-time optimization. This means making alterations to your live campaigns based on actual performance and customers’ conversion journeys.
While you need metrics like CPM, CPC, CTR, CPV and CPA to calculate ROI, and campaign costs, that’s not the full story. You need to evaluate and understand your prospect’s intent, actions and buying journey for programmatic marketing success.
3. Using the wrong DSP
For B2B marketers, it is crucial to select the right demand-side platform (DSP) for programmatic marketing campaigns. Full service? Self-service? Brand safety and budget are two other considerations. On the buyer side, if you’re using a single DSP, that might not be enough, as different DSPs offer different benefits and functionalities.
Evaluate a range of DSPs and select the ones which add maximum value to your campaigns. Sometimes, including just one DSP in your online marketing stack isn’t enough.
(Confused by programmatic marketing terms? This will help: “Do You Know These 17 Programmatic Marketing Terms?” )
4. Forgetting about intent data
You can’t forget about intent data if you want ads to hit the mark. Intent data adds life to programmatic marketing campaigns with signals about prospects’ online behaviors and intentions. Who are these prospects? What do they want? Are they actually interested in your marketing campaigns right now? Intent data-driven marketing campaigns (“First Steps To Add Intent To Your Programmatic Ad Strategy”) typically bring a clear view of overall campaign performance. Programmatic coupled with intent helps you maximize CTR, ROI, customer engagement and conversion rates.
5. Avoiding Multi-Channel Network
While display advertising concentrates on banners and text images, a programmatic approach has the power to perform on diverse multimedia platforms. You can display programmatic ad campaigns on multiple channels: mobile, apps, social media platforms, web displays, etc. You can use video and audio files to grab attention. Don’t stick to a single creative ad for one particular channel; instead try combining different kinds of ads and mix perfect creative cocktails.
Restricting your voice to one channel will give you limited and probably unsatisfactory results. In this world of internet and social media, it’s wise to run marketing campaigns across a variety of channels. Through analytics, you’ll understand which channels work best for you.
6. Going Wrong With Content
As you identify target audiences, think about relevant content to interest them. Your ad campaigns must address prospect queries and demands. From a B2B marketing perspective, useful content contributes to lead generation and conversion.
Successful programmatic marketing depends on a lot of things: quality data, dynamic creative, contextual campaigns, targeting and real-time optimizations. Focus on getting these six things right, and you’ll be in good shape.
You might want to read this article by our COO, Craig Weiss, to get other ideas flowing, “Programmatic Display+Intent: Find Overlooked ABM Targets.” https://trueinfluence.com/programmatic-ads-target-abm-accounts/