The world of programmatic advertising is fast-paced. Staying ahead of your competition requires you to adapt and innovate. Embracing a multi-channel programmatic marketing strategy is no longer an option. It’s a necessity.
Customers today want a seamless and personalized shopping experience across various touchpoints. 75% of shoppers use multiple channels before making a purchase. To engage your audience, you need to diversify your marketing efforts and utilize emerging channels.
In this blog article, we’ll reveal how to diversify your programmatic strategy as well as emerging programmatic channels you should watch.
How to Diversify Your Multi-Channel Programmatic Marketing Strategy
The digital landscape continues to evolve at a breakneck pace. Relying on a single channel for your programmatic marketing isn’t a sustainable strategy. To stay competitive and reach your target audience effectively, you need to expand your horizons. It’s time to embrace a multi-channel approach. Let’s explore key factors to develop a multi-channel programmatic marketing strategy.
Understand Your Audience
The key to successful multi-channel programmatic marketing lies in understanding your audience.
In traditional programmatic marketing, this was achieved solely via targeting strategies and partnering with publishers that align with your target market.
But what if a large chunk of your potential audience doesn’t spend most of their time surfing the web?
Instead of restricting your marketing efforts to only reach potential customers on one or two channels, meet them where they are.
Identify the platforms your customers prefer and tailor your marketing efforts to those channels. By doing so, you create a more customer-centric approach that resonates with your target audience.
Embrace the Open Funnel Model
Traditional marketing funnels have their limitations. Not all users follow a linear path to purchase.
The reality is, most consumers’ purchase decisions are messier than marketers would like to think.
Some consumers are impulsive and make purchases without a consideration phase. Others go back and forth on a decision for months. The average retail customer likely has a smaller purchase window than a B2B customer who conducts weeks’ worth of research.
Embracing an open funnel model allows for more flexibility. By doing this, you acknowledge that users may enter (and exit) the funnel at various stages.
This model empowers you to deliver relevant content at the right moment outside of the constraints of an orthodox funnel. As a result, your customers’ journey is smoother and simpler.
Target the Right Person, in the Right Place, at the Right Time
Effective multi-channel marketing involves precision targeting. Utilize data-driven insights to identify the right audience for your products. Deliver your message through the appropriate channels. By reaching customers at the right place and time, you increase the likelihood of conversions and boost your campaign success.
Programmatic Channels to Watch
The programmatic industry has always been one of constant change. Staying ahead of the curve is vital for brands that want to stay relevant. We identified emerging channels that will shape the future of the industry and be gamechangers for your marketing mix.
Connected TV (CTV)
CTV has emerged as the fastest-growing channel for the third consecutive year. With over $22 billion in ad spend last year, it’s clear that CTV has captured advertisers’ attention.
33% of Americans don’t have a traditional cable subscription. The rise of cord-cutters makes CTV an ideal platform to reach a broad and engaged audience. Additionally, more streaming services are adopting advertising-based revenue models. This provides businesses with new opportunities to target their audiences effectively.
Gaming
The gaming industry is experiencing a surge in interest, especially in the PC and virtual reality segments. And advertisers are taking notice.
The in-game advertising market is projected grow by over $5 billion between 2023 and 2027.
Gaming is no longer confined to just gaming platforms; it’s invading audio and video channels, too. With a massive number of mobile gamers, advertisers have an excellent opportunity to reach a diverse audience.
Furthermore, real-time programmatic units within live games are unique and engaging. These formats break through the crowd and reduce ad fatigue.
Native Advertising
Native advertising is on the rise, coinciding with the growth of contextual targeting. This approach seamlessly integrates ads into the user experience. They’re less intrusive and more engaging.
Native ads generate high return on investment due to their ability to blend in with organic content. They also deliver valuable information to users that can’t be conveyed via traditional display ads.
Consumers have been shown to look at native ads 53% more than display ads. These ads also create higher purchase intent and brand affinity than traditional banners.
Digital Out of Home (DOOH)
The advancement of QR technology has expanded DOOH’s capabilities. Advertisers can deliver more immersive and trackable ads. DOOH is a highly effective channel to engage audiences on the go. Whether it’s through interactive billboards or dynamic displays, DOOH presents an excellent opportunity to connect with consumers in real-world settings.
Tying It All Together: Multi-Channel Programmatic Marketing Strategies
To thrive in today’s competitive ecommerce landscape, it’s crucial to stay ahead of emerging trends. Customer behavior is evolving rapidly. Businesses must be ready to embrace new marketing channels. Trusting new tactics and platforms can give you an edge over your competitors.
As we approach a cookieless world, it’s essential to find alternative ways to target and engage your audience. Cohesive multi-channel programmatic marketing creates a seamless and personalized experience across touchpoints.
Book a Meeting to Pinpoint Profitable Programmatic Strategies
Are you on the path to fulfilling your brand’s potential? Take your brand where it’s meant to go. To explore the heights you could reach with a guide to show you the way, book a meeting with our team today.
Sources
- StackAdapt, Advertising Trends That Will Shape Growth in 2023.
- MediaWrites, Programmatic advertising: it’s in the game.
- Native Advertising Institute, The Ultimate Guide to Native Advertising.
