Hello, how are you? I'm Marcio Alves , a paid media specialist and currently a CS at Hubify. I've written other articles here on the blog, such as tips for getting results from a website and Facebook and Google Ads trends , but today I'll go a little deeper into digital marketing. How about learning a little about programmatic media planning? Let's go!
Before Planning a Programmatic Media Campaign
Before continuing to read this article, I recommend that you journalist email list prepare yourself or have prior knowledge about programmatic media and digital marketing strategies. I say this because some terms, techniques and strategies can be complex for a beginner. Therefore, to help you, I have selected three very cool articles:
1 - Complete guide to digital marketing
2 - Complete Guide to Paid Media
3 - summary about programmatic media
In practice, programmatic media is an automated way of buying media through sponsored links, keywords, spaces on social networks, websites, among others. However, in popular market jargon, programmatic is known as large automated purchases with complex segmentations and/or that use robust databases to reach specific audiences.
For example, if I want to impact users who are going to travel to Italy in the European summer, I can segment the campaign:
Conventional Paid Media: interest in travel, frequent international traveler, interest in Italy;
Programmatic Media: airline data from those who purchased tickets for the next 3 months to Italy and/or booked hotels in Italy during the summer;
Do you understand the difference? Ads can be customized with targeting, creative, time, location. In short, customization is huge to provide better context and, therefore, better results. Amazing, right? Let's take a closer look at the planning of these campaigns?
Understand your customer journey
Good planning should come from the best possible understanding of your audience. In the digital environment, this means fully understanding the user's journey from learning about your company/product to making a purchase.
In this context, the omnichannel concept makes perfect sense. You need to understand and apply multichannel concepts in your planning, as long as it makes sense for your audience's journey. Regardless of the channel, you need to use the right moment, with the right message and using the most appropriate formats.
Difficult, right? Programmatic media was created precisely to automate this process based on data, machine learning and your expertise to set up the best possible campaign.
Therefore, go beyond the persona, understand behavior based on data, know and make good use of micro moments.