Programmatic media buying is out of the world right now in the digital marketing ecosystem. But where do you start with making programmatic a potential part of your marketing plan. Below are THREE SIMPLE STEPS to start with the implementation and execution of programmatic media buying.
STEP 1: Why do you want to do it?
The first big question to answer is “why”. Before you begin you need to understand YOUR reason for using programmatic media buying. You need to understand the reasons behind getting into programmatic as it will not only help set the direction for any future campaigns but will help guide you in your decision-making. Here are some questions to ask: Are you doing it because everyone else is doing it? Or are you doing it for increased targeting capabilities? Or are you doing it for the CPM efficiencies?
STEP 2: What is your budget?
Your next step is determining what portion of your digital marketing budget will be committed to programmatic media buying. You need to be able to commit a good portion of your digital marketing budget. This is essential to allow the machines and algorithms enough room to “learn” in order for you to realize the upside of programmatic media buying.
STEP 3: What does success look like?
Is it conversions? Is it leads? Is it video completions? Coming back to the first question, we need to be able to answer the “why” here as it’ll give us the proper course to set for the campaign and the metrics to ultimately judge success as the campaign learns, grows, and optimizes. Without knowing what success looks like one is merely doing without knowing what they are doing.