Marketing Effectiveness
Improving Digital Marketing

How To Talk Intelligently About Programmatic Branding – A CMO Solution Guide

March 30, 2015

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Introduction by Ben Plomion, VP of Marketing, Chango

At last week’s CMO Club Summit, one huge truth was revealed on stage: every CMO is doing more with programmatic than even they realize. Why? Many marketers still see programmatic through a very narrow lens, that it’s just real time bidding and retargeting.

And yet, when we talk to actual marketers on the front lines we hear countless unique programmatic-powered examples. There are many brands using programmatic for direct response and others who use it to tie together their technology provider hairball so they can actually engage customers.

Ultimately, marketers should feel confident using programmatic in new and different ways. It’s synonymous with getting work done cheaper and more effectively. I don’t know a single marketer who wouldn’t tout that outcome. The biggest warning we hear from marketers, which was highlighted on stage by our Chief Product Officer, Dax Hamman, is the pitfalls of playing it too safe today. Trying something new and different – especially when it comes to programmatic – is the single largest piece of advice we hear from marketers.

Dax presented with Alissa Guler, CMO OF xTV, and she gave a great anecdote about the power of programmatic when paired with powerful marketing automation technology. She had to maintain an entire team to deploy 25 newsletters to 25 different segments. With automation and programmatic, they now have templates to dynamically populate content into their newsletters, which gets her team back to higher value work, dealing directly with consumers.

Examples like these prove that programmatic is the glue that accelerates actionability. Big Data isn’t new; retailers and financial services companies have used it for decades. Marketers didn’t create it, we just complain the loudest about what to do with it. And yet, with programmatic, it’s easier than ever to get the right message to the right consumer at the right time on the right device, for less money.

As Clorox’s Associate Director of Digital Media, Erica Lamoreaux shared in our latest guide, How to Talk Intelligently About Programmatic, “Being able to layer on data to understand who is interacting with our brands and when, not only helps us reach our targets, but also helps us refine our targets as we learn more.” As Daft Punk would say, “Work it harder; Make it better; Do it faster; Makes us stronger.” Such is programmatic’s value.

So where are we at today? It comes down to an issue of perception. Not only does programmatic deserve a little more respect, but there are also tons of new and creative ways to use it that are just now being explored by those at the forefront of our field.

The solution to this perception issue will come through risk takers proving how transformative programmatic can be and touting their success. That success also has to be measured with the right yardstick. For too long we’ve seen programmatic branding campaigns measures with direct response metrics like CTRs, instead of being measured by brand studies and engagement metrics like time on site.

With creative individuals being evaluated via appropriate metrics, we’re going to see a steep acceleration of CMOs educating themselves, their bosses, and their teams. Anyone who uses robust data in their decision making is going to need to know and understand the uses of programmatic and accept the fact that it’s already permeating many of their activities, whether they want to admit it or not.

The first step? Get your copy of The CMO Club guide, How to Talk Intelligently About Programmatic Branding, by clicking the link below:

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