Yes, Big Data is now a thing of the past, as every marketer now know it exist and is prevalent in the marketing industry.
What is Big Data please click this link for part 1 –> Is Big Data Now a Thing of a Past – Part 1
So then what has changed?
In the past years, the programmatic advertising has been a peak achievement of the digital marketing, quick execution and companies have greatly invested their advertising capital on it. But with the stress on implementing the programmatic advertising as rapidly as possible there have been less innovative research on the concept as a whole. Hence we have not fully understand the potential of programmatic advertising.
Therefore, in recent years, data scientist have been looking into programmatic advertising with a hands on approach and have come up with Programmable Marketing. Recently AppNexus hosted an event about programmable marketing which Campaign covered and tweeted, “Catherine William: Programmatic + Intelligence = Programmable”
Programmatic advertising, by marketingland, helps automate the decision-making process of media buying by targeting specific audiences and demographics.
Intelligence concept is an advance algorithm created by data scientist, which oversee personalized customers engagement in real-time.
Why go with programmable marketing?
Reported by The Drum that the communication between brands and consumers has become complex in the past years. Today, marketers need to engage across a multitude of different devices, apps, websites, and media. Therefore they are now at the limit of what they can achieve with their Demand Side Platform (DSP) and; so the solution was to use multiple and overlapping technologies, that add-ups complexity and increase the cost, as they try to accomplish their unique goals. Furthermore the article mentions that the generic algorithms, used by programmatic advertising, at their core pursue efficiency over differentiation and offer a limited toolset for marketers in 2016. That’s something that will no longer suffice.
Another tweet by campaign, “Programmable is more powerful than programmatic because of intelligence.”
Continuing with The Drum article,
A programmable DSP no longer keeps social, display, mobile, video and native in their own separate siloes. Instead, it brings them together to create and sustain consumer engagement across devices and with a holistic understanding of each ‘moment’. The campaign tools, metrics, and reporting are all adaptable in real time, bringing genuine transparency and control to the application of the technology. And it makes the mass of big data available to brands accessible and relevant to their digital advertising.
- The programmable approach removes the need for complex coding skills and understanding of APIs to access higher functionality.
- Provides brands and agencies with an ‘open system,’ one where they can plug in their first- and third-party data to bring greater insight into their campaigns, and access far greater functionality to engage their target audience successfully.
Programmable marketing, helps to create a unique pattern for the buyer by giving them full control. They can apply and execute custom algorithms without worrying about the third-parties misusing their data. This enables them to shift from automated decision makings to take priority over their goals, improving their customer experience and to create a distinguished brand.
In the end the way we interact with big data has become an evolutionary process, in 2015 it was all about the programmatic advertising, in 2016 it is about programmable marketing and in 2020 it will all be about cognitive marketing.
@Campaignmag – twitter