Programmatic Mobile Marketing

Programmatic Mobile Marketing
The world of marketing is an ever-evolving landscape that is redefined on a nearly daily basis. What might have worked great yesterday may be obsolete tomorrow. This is particularly the case in terms of the rise of the smartphone. This sector is now known as mobile commerce (or m-commerce for short). As should be expected, there are many businesses that are facing countless challenges in this sector. One of the newest ways to display a product to a buyer is through what is known as programmatic mobile marketing. Although this term may sound quite complicated, it is actually easier to understand than you may think. Let’s dissect the concept a bit further.

The Fundamentals of Programmatic Mobile Marketing

In the most basic terms, this platform seeks to replace the traditional human-based methods of marketing. Instead, programmatic mobile marketing is more concerned with a streamlining of the entire process. Manual factors such as inventory, targeting and product optimisation are replaced by software and computer algorithms. In other words, a business can use this automation to target the right customers at the right times with the most relevant product. There are even some who believe that this is the most rapidly growing sector within both media and advertising.

Examples of Programmatic Mobile Marketing

Let’s assume that you regularly access the Internet with your mobile phone. If you have a social media profile, you are likely to see certain advertisements on the site. In the same way, some dedicated email servers such as Google will display similar ads. The difference in either of these cases is that what you see is based upon your buying and browsing habits. So, more appropriate products and services are displayed. This benefits advertisers, for the consumer is much likely to buy an item that her or she can relate to. However, there is another factor to consider.

Real-Time Bidding

Real Time Bidding is also referred to by the acronym RTB. Such bidding will generally take place between buyers (advertisers) and sellers (publishers). A virtual “inventory” is bought and sold with the help of a supply-side platform (SSP) or an ad exchange. The advertisers will place real-time bids on what is being offered. The advertisers are able to set the price, the ultimate audience and how far the product will reach. So, any sale can be optimised to target the exact demographic that is desired.

Putting it All Together

The main thing to keep in mind is that programmatic mobile marketing is primarily designed to add a greater level of efficiency in relation to business buyers and sellers. The second takeaway point is that such marketing methods are becoming even more automated as computing power and mobile access continues to increase at an incredible pace. If you have a unique product and you have been searching for an innovative platform to address the needs of your buying audience, programmatic mobile marketing may very well be an excellent option to consider.

Both comments and pings are currently closed.

Comments are closed.