Programmatic Commerce

Programmatic Commerce

February 23rd, 2016 @

Marketing is moving fast. In 2016, we’re seeing marketers fully harness the power of data, and move from broad segmentation towards hyper-personalisation. At its core, this new wave of marketing represents a new era in data science: the ability to know customers based on personal, and highly granular, actions.

As we learn to manage data more efficiently, we’re trusting it more. We’re allowing the data to drive decisions on both sides of the transaction, as buyers, and as marketers.

With programmatic commerce, we’re already seeing a focus on personal messaging, as well as an uplift in value for businesses and brands that see tremendous potential for this relatively new concept in marketing.
What is Programmatic Commerce?

Programmatic commerce takes much of the guesswork out of a typical marketing strategy. Rather than firing out blanket messages to partially defined segments, we can break a data silo down and target people at precisely the right point in their journey.

With programmatic commerce, marketers are acting on data, and they’re reacting quickly to what’s going on with the customer. It’s not just about remarketing or loyalty; it’s about environmental, behavioural and other triggers.

This is crucial, because it lets us tweak campaigns in real time, and without any intervention from a human. With instant feedback and accurate analytics, the effectiveness of any campaign can be refined from hour to hour.

Automated ad buying and selling tools are increasingly driving digital ad sales. Programmatic advertising automates the decision-making process where ads are placed, using artificial intelligence and real-time bidding for online display, mobile and video campaigns, but also on social media and TV.

Programmatic advertising technology allows to make the ad-buying system more efficient, and, therefore, cheaper, since it’s removing humans from the process wherever possible.
How to Leverage the Power of Programmatic Commerce?

To take advantage of the possibilities of programmatic commerce, we need to think beyond the borders of our markets. Essentially, we have the power to tap into Big Data and use third-party silos to enhance what we already know about our customers.

For example, a sports brand may use data from wearables to determine when users are likely to need new running shoes. A drugstore chain could market sun lotion via its mobile app when temperatures exceed a certain threshold; a brand of cough syrup could track local weather trends too. This kind of automated decision making can be applied according to the user’s current location at any given time.

As part of this hyper-personalised approach, we need to track users across multiple devices so we fully understand their intent. While this requires an investment in deterministic or probabilistic targeting technology, the rewards are potentially enormous. Research proves that many people have access to more than one connected device. If we know who they are, regardless of device, we can cut back on wasted impressions while achieving increased engagement and ROI.
Automated Futures

The days of generic ads and poor ROI are, thankfully, far behind us. Programmatic commerce is already delivering real results powered by high quality, timely and accurate data insights.

Programmatic commerce is set to revolutionise the way we buy almost everything. In B2C and B2B markets, it will have massive implications for the way devices are integrated into the buying process. And it will shift marketers’ focus away from trial and error, and further towards one-to-one conversation.

One of the company examples moving in this direction when shopping online is Amazon. For instance, Nivea Men Moisturiser, where you can choose `Subscribe & Save` to get regular delivery of the item and save 5%. And you can save 15% on your entire delivery when you subscribe to 5 or more items that arrive in the same month.

There are many other world’s largest brands already experimenting with this new and exciting technology.


Category : Blog

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