Why use programmatic for e-commerce?

There are no real reasons not to be looking into programmatic buying. The benefits are proven because used correctly has delivered huge results for some of the biggest corporations in the world and it’s fully scalable, so anyone can benefit from it. Of course, you need to lay the foundations by knowing your audience, but as a wise, knowledgeable marketer, you know them already. Now it’s time to start putting that data to good use.

Reasons To Use Programmatic Advertising

  • Real-Time Optimization

Thanks to the constant streams of data and audience analysis, you can analyze your campaigns in real time, adapt and change them almost instantly and change your results. Once you start optimizing your campaigns as they’re running or letting a few algorithms do it for you, you’ll notice how even the smallest changes can affect engagement in a big way.

  • Better Campaign Performance Overall

Whichever way you choose to utilize Programmatic, it’s likely to have real tangible benefits to your overall campaign performance as long as you’re using it the right way. This means knowing your audience, and crucially, knowing where to find them. Doing some analysis on buyer personas will help as you can really visualize your target audience.

  • Contextual Campaigns

This is the most advanced aspect of programmatic that can give fantastic results. Basically, with contextual campaigns, marketers can control which consumers see which ads and when. The ultimate goal is to show the exact right ads at the perfect time to the ideal consumer, who will then click through and engage with the brand or buy the product.

  • Less Wastage

As programmatic advertising advances and you become more adept at analysis, there will be less impressions wasted and less ad campaigns seen by the wrong audience. So, your Return on Investment (ROI) should improve significantly and your conversion rates increase.

Programmatic and E-commerce

What is hiding behind the curtains of those trigger mechanisms of programmatic marketing and what are the challenges that e-commerce is facing?

There is a shifting paradigm in the way we consume nowadays that influences the marketing offers. It doesn’t matter where the client buys – in the shop or online – they are sharing data which is used afterwards to market the most seducing offer. This mechanism not only triggers bigger consumption but also makes easier decide due to the customization.

There are 2 main aspects that Retailers and marketers should take into consideration in order to compete in a world driven by an e-commerce marketing:

Data & Omni shopping and UX

Lately GDPR introduces practices of data usage transparency. This can be turned into a great tool of establishing trustful relationships with shoppers and businesses.

On the other hand, there can be as many audience segments as companies need and the CRM helps to keep it well organized. With an integrated automation system, CRM enables the analysis of the customer’s lifecycle and triggers different type of campaigns: Active buyer (loyalty program), Inactive (discounts, coupons), etc.

Nowadays it’s easy to create the holistic buying experience by connecting offline and online sales across all devices and channels.

The concept is simple: it is about capturing the data on buying habits in the physical shop and integrating it to the digital ecosystem. This way the buying experience online shouldn’t be less enjoyable than the one in the shop.

Using programmatic throughout the e-commerce sales funnel

The trick is to think critically about the value a product has to consumers and understand how it fits into their lifestyle. Programmatic allows to segment, divide and target the user base in myriad ways, showing them the right products and explaining how each product meets a specific need in a highly targeted manner.

E-commerce businesses get the best results when they use programmatic to deliver highly targeted messaging at each stage of the sales funnel. For instance, most e-commerce sites have a Consideration section with informational articles, product comparisons, and so on, alongside the Purchase section that shows actual products for sale.

Besides, pixels can be used to track whether consumers are at the consideration stage or getting closer to purchasing a product, then serve up targeted messaging that makes sense for that stage in the funnel. At the consideration stage, that might be “learn more” or “get a free trial.” If a user has already put an item in their shopping cart but hasn’t purchased yet, it can be retargeted to give the final push to convert.

Moving forward

The power of programmatic is in its adaptability: can tweak messaging, and integrate CRM data to help convert first-time buyers into repeat customers. It’s an effective way to tap into the inherent flexibility of digital sales, learn more about your user and how they interact with your site and your products and ultimately use effective targeting to drive more revenue.

Any e-commerce business can benefit from leveraging programmatic advertising to improve targeting and deliver a great customer experience.