Come on, who here remembers the time when you asked a print media outlet (newspaper, magazine) what its circulation was, what its audience was, what its reach was? And you needed a specific media team with complex spreadsheets to find the right outlets for your advertiser. So, applying the classic advertising model to the digital world: today you have a website, with a considerable audience and you sell that space to advertisers. For some time, the search for media was still manual, that is, there was a person responsible for negotiating with digital outlets.
What is Programmatic Media?
This is where programmatic media came email list providers in france being, which is, in short, a way to optimize efforts to find your audience through paid media. Tools are used to identify your audience (still based on what the company believes). Robots enhance and speed up the manual work of optimizing paid media campaigns. The robot cross-references data from different sources to find your target audience. In short, a fast and automatic way to offer the best to publishers and advertisers.
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This is very important, for example, for B2C (Business to Consumer) companies and e-commerce. Having the precision of where to advertise, how to advertise, and to whom to advertise is essential and makes all the difference. Programmatic media allows you to profile your target audience (demographics, gender, income) and find similar audiences. It is worth noting that in paid media, the perspective is usually that of the company, which is the one who decides what it wants to sell and advertise.
Effectiveness of paid ads
Paid ads are more effective for those who are already in the purchasing decision stage, that is, for those who have already made a decision and are evaluating prices. However, only a small percentage of your audience is ready to buy now; most of them are still in the previous stages of awareness and consideration. And to raise awareness, educate and engage with the public with a focus on sales is where Inbound Marketing comes in, which focuses precisely on becoming relevant organically through relevant content. Instead of "interrupting" the audience with ads, the goal is for the public to be "attracted" to the advertiser on their own at the time of the search and with educational content according to the different stages of the purchasing journey.
Data and research reflect this new consumer behavior (85% of people DO NOT click on ads when searching on Google - according to a study by Compete.com). Within the Inbound Marketing funnel, programmatic media is applied in the “attraction” phase, to generate interest and give visibility to topics, contributing significantly and accelerating results.
Main difference between Programmatic Media and Inbound Marketing
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The main difference is that in Inbound Marketing the perspective is always based on the consumer's pain points and interests and not on what the company wants to advertise/sell.
One thing does not exclude the other; on the contrary, they are complementary. The client's business profile is what defines whether it is better to invest more in one than the other. For example, in simplified terms, if it is an e-commerce with quick purchases, paid media is essential (usually B2C). However, if it is a purchase with a longer purchase journey, with the need for learning, comparisons, etc., paid media has less power (you are unlikely to buy on impulse) and then Inbound is more effective (usually B2B).
The trick is to combine the two things in the best way possible. The ad doesn't always need to be to sell the product directly. We can make targeted ads for premium content, for posts that lead to the (blog), and then you are increasing the visibility not of the product itself, but of your rich content. Paid media in symbiosis with organic search guarantees much greater effectiveness.