Alejandro Rodriguez, CEO, Eikon Digital
Getting your brand in front of the right audience is no easy task, and the old way of doing things without automation no longer applies. The previous all-or-nothing approach of locked-in budgets and campaigns have left companies overwhelmed with costs and underwhelmed with results. Given this history and despite the perception that multinationals are cutting back on their advertising and marketing budgets, research shows that companies are willing to invest in new strategies that have evolved how we look at brands’ digital ad spend.
This is where programmatic marketing comes in. The concept is not the most novel, and while it has thrived in the North American market and proven to be a gamechanger for the industry, the next region that stands to reap its benefits is Latin America.
Here’s what you need to know about programmatic marketing:
* It’s laser-focused, allowing companies to really hone in on their targets and execute campaigns that are precise as far as the intended audience.
* It’s budget-friendly, appealing to companies looking for leaner, more conservative ways to push out their content.
* It’s highly effective, owing to its precision as well as its flexibility for reaching audiences with the potential for engagement and conversions down the line.
* It’s in real time, giving companies the opportunity to see what’s working and what’s not as it’s happening rather than down the line, and to fine-tune efforts along the way.
Through the use of targetable data – powered by machine learning, AI and optimized creative – programmatic digital marketing is a winning formula for brands to connect with audiences, meet their KPIs, and track performance for immediate ROI.
The industry is evolving at a rapid pace and there’s no one-size-fits-all approach when it comes to reaching your right audience at the right time. Programmatic marketing has grown tremendously, and with companies still unaware of its potential, our goal is to help demystify the concept, and show how it’s backed by data to produce sustainable results with your target markets.
During eMerge Americas next week, we look forward to welcoming you at the Eikon Marketing Tech Pavilion (booth #1131 adjacent to the Launchpad stage) for a free digital analysis of your company and to learn firsthand how programmatic digital marketing can work for you.
