The world of programmatic is surrounded by hype, risk, confusion, intrigue, reward and it has already had a huge impact on the marketing industry. Let’s not get carried away, programmatic is merely another way to buy media and it shouldn’t distract from the overarching marketing tasks at hand. But marketers can’t kid themselves into thinking it’s just a job of their agencies or specialists. If they are to truly unlock the opportunity programmatic and other forms of ad tech offer for their brands, they can’t be forgiven for not having the knowledge themselves.
Concise explanation + effective way to check if what your new business,
app, idea offers is going to connect with modern consumers/reality. Which
convenience(s) do you tick?
“However, Uber does more than deliver convenience as a simple service
attribute, it delivers convenience across every customer touch-point.
Specifically, Uber taps into convenience research that has identified five
specific opportunities for convenience tech to buy people time and save
them effort. And Uber delivers on every count.
1. Decision convenience – Making it fast and easy to choose
2. Access convenience – Making it fast and easy to acquire
3. Transaction convenience – Making it fast and easy to pay
4. Benefit convenience – Making it fast and easy to enjoy/use
5. Post-benefit convenience – Making it fast and easy to re-purchase
Finally, Uber understands that convenience is not just about saving
physical effort and time, but it’s also about saving mental time and
effort. Some experiences are mentally inconvenient because they take mental
time and effort to process emotionally and cognitively. Uber makes its taxi
service emotionally convenient by giving passengers a VIP experience and
bragging rights – it’s an emotional no-brainer. And from a cognitive –
rational – point of view, Uber delivers too, with a clear value promise
that they will save you precious time and effort. Again, it’s fast and
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Q: You’re a big believer in the rise of the CMO and of marketing in general over the next 5 years. Tell us how you see this role increasing in importance? A: Programmatic offers a huge opportunity to elevate marketing into the highest levels of the corporation, but there’s also a threat inherent in that opportunity. After decades of setting the consumer agenda through relatively simple mass media strategies, today’s CMOs are struggling to catch up to their customers. The CMOs that succeed will be the ones that invest in the right people, process and products to capture and harness the data being thrown off by today’s digital consumer to improve engagement. And that’s a different way of thinking about programmatic, which is traditionally sold in to the enterprise as an efficiency play. To us, that’s table stakes. A well-equipped programmatic stack in the hands of a smart marketer and her team can give the C-suite the ability to better understand their customers through data and analytics. What are the hallmarks of a smart programmatic team? It recognizes that becoming data driven is also about changing how you work. It’s about people, process and technology. We provide them with software but we know that, as with all disruptive technologies, programmatic creates a need for change management/ transformation. One of the reasons we win and retain business is because we help our customers through that transformation, and that kind of hard-won, hands-on expertise is still in short supply.
Super summary - “the basic concept of a DMP: a technology that seamlessly unites different consumer data sources across multiple touchpoints, through which companies can make better decisions around how and when they should engage with individual customers.”
Thanks m.gastaldi for this useful summary of how agencies should work together with clients