Is programmatic advertising the Next Big Thing in Digital Marketing in 2023 ?

Introduction

Algorithms and machine learning are used in programmatic advertising to automate the buying and selling of ad inventory. In programmatic advertising, publishers use supply-side platforms (SSPs) to make ad space available on ad exchanges, and advertisers use demand-side platforms (DSPs) to set up campaigns. When users navigate to their website, real-time bids are made for ad placements, and winning ads are displayed. The entire process takes less than 1 second for them, so there is no impact on the user experience. This process saves the advertiser a lot of time and is very targeted and efficient.

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A programmatic advertising strategy is the set of steps and actions a company takes to harness the potential of programmatic advertising. This can be as simple as one campaign for one product, or it can be a more complex retargeting campaign targeting different audience segments. The best programmatic advertising strategy for your business depends on many factors, including the products or services you're selling, your target audience, and your business goals for 2023.
 

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Use of digital marketing businesses

As the range of digital marketing technologies evolves, businesses are staying current by adding online components to their brick-and-mortar stores or by combining various digital marketing strategies to create an online presence. With most consumers using smartphones and researching products online before purchasing, a digital marketing strategy is essential for businesses. However, businesses around the world are using digital marketing to engage their audiences online and via mobile devices. Many companies are seeing a significant return on investment (ROI) from these efforts.

Following are a few Digital Marketing pillars for programmatic advertising

Social media

Posting ads and content on Facebook and other popular platforms continues to be an effective way to reach your target market, but the scope of digital marketing goes beyond social media. In addition to social media, savvy businesses are using methods to reach new audiences while building (and maintaining) brand awareness.

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Select a DSP based on your needs.

Some DSPs focus on specific channels and formats, while others may offer a more flexible approach. So base your decision on your campaign goals and target audience. A good DSP supports most creative formats and offers transparent real-time access to data, multiple targeting options, technical support, and more. For example, if you want to prioritize access to robust third-party data about your audience's online shopping behaviour, Amazon's DSP is the way to go. This advanced platform provides rich customer data you can trust. That aside, one of the most important factors in choosing a DSP is making sure you understand how to use all its features to your advantage. So it may be worth choosing an easy-to-use DSP even if it offers less robust features. For example, Grapeseed Media typically works on advanced platforms like The Trade Desk, but simple DSPs like StackAdapt are good if you're new to programming. It's user-friendly yet offers a lot of options.
 

Product launches and email marketing for small businesses are gaining momentum.

Email marketing is one of the best marketing techniques used today. Marketers use email marketing primarily for lead generation, and this trend will continue into 2023. Almost everyone has an email account, making it easy for brands and businesses to connect with their customers. When your product launches, use your email subscriber list to reach your existing customers or customers who have signed up but haven't yet purchased. Small business product launch emails can help you significantly increase the profit margins you're getting as a business during what is often a critical time for new ventures.  

Artificial intelligence

With artificial intelligence (AI), digital marketers can better analyze user data and thus further customize the customer journey. AI can help businesses understand a lot about their customers and how to best target them. AI also provides users with a more personalized experience, providing customized assistance at every stage of the purchasing process. Businesses can achieve this customer experience by automating advertising to specific audiences using programmatic advertising.
 

Voice control advertising

A number of companies have released voice-activated virtual assistants that can be accessed from smartphones and PCs, and sell smart speakers separately. A language assistant will answer your questions and help you with your daily tasks. Voice activation now allows you to search the web while holding your phone or when your hands are occupied. Voice assistants have the potential to increase search volume and revolutionize the world of advertising. More searches also mean more personalized ads, more clicks, and more conversions.

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