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Programmatic Digital Marketing 101



One of the most common questions we hear from our clients at BB Direct is, “What is Programmatic Digital Marketing?” In its truest definition, Programmatic Digital Marketing is utilizing a list of tactics such as remarketing, keyword search targeting, geo-fencing, addressable geo-fencing and people-based targeting to connect with specific target markets digitally.

In traditional marketing forums an ad is posted in many different mediums in hopes that the target will see it across mediums they may utilize. Programmatic Digital Marketing is a bit different. In this marketing tactic, an ad is shown in many different forums, BUT the ad actually follows the target on the exact channels they are using as they move about the web.

Remarketing is the most common form of Programmatic Digital Marketing. This tactic tracks user visits to a website as well as the product they are looking at or have placed in their shopping cart. Then, ads for this product or service are shown to them on other platforms and websites. Remarketing can be a very simple and effective digital marketing tool.

Keyword search targeting won’t identify a hefty amount of target consumers, but can still be an effective tool for targeting highly ideal clients in a very specific niche. Using websites that contain a search function (not to be confused with an actual Google Search engine result), we can target users that search for a specific term related to your industry, product or service with your ad.

Geo-fencing identifies a large or small geography and identifies users within that geography and shows them a specific ad. This can be an effective marketing tool for location-based businesses. 

Addressable geo-fencing is a bit different. It takes a list of prospects or customers that you’ve already identified and have a name, address and phone for and connects with them as they crawl the web, putting your ad in front of them on various websites, searches and social media.

People based targeting allows us to target potential leads on the web by demographic or behavioral characteristics. With hundreds of targeting selections, we first create a model ideal target, identify their common characteristics and then deploy ad campaigns to target them wherever they move on the web.