It’s no secret that programmatic media buying allows brands to send marketing messages to niche groups of people. However, not everyone is aware of this highly important piece of the puzzle: tailoring your messages to each specific audience.
Too often, we at Coegi see brands utilize programmatic technology to distribute generic, one-size-fits-all content throughout the digital sphere. These companies are barely scratching the surface when it comes to maximizing the benefits of this medium.
In fact, they’re wasting valuable impressions — and, ultimately, money.
Consumers understand that brands are studying their every digital move, and, in exchange, they expect to receive personalized marketing messages. Seventy percent of them say they prefer ads that are relevant to their interests and shopping habits, and they’re twice as likely to click on an ad for an unknown product or brand if it is personalized.
It takes a group effort to ensure a programmatic strategy serves the right content to the right people at the right time — and Coegi is here to help facilitate the process. Over the years, we have learned how to create campaigns that feel like natural, ongoing conversations. We ensure brands send messages that correspond with where potential customers are in their buying journeys. At the exact moment they need assistance, your brand will offer a helping hand that suits their current status.
Here’s an inside look at how we achieve this alignment:
1. MESSAGE-TO-AUDIENCE MAPPING
Before any technology is involved, we put pen to paper and create a map that outlines all the potential conversations you could be having with each segment of your audience. We break down a variety of demographics, and we identify what each group needs to know at every step of the buying journey.
2. FLEXIBLE DESIGN
We keep ad production costs low by utilizing ads with flexible design. Without affecting the essential messaging of the ad, we can easily change out different images and copy.This allows us to create ads that appeal to a wide array of audiences in a cost-efficient manner.
3. FREQUENT TESTING AND MONITORING
One thing we love about programmatic advertising is that it allows us to test out a multitude of creative iterations and targeting techniques, analyze our results, and optimize our overall approach to drive the best possible return on ad spend. Through these ongoing data-driven adjustments, we ensure your brand remains visible and relevant over time.
Tailor-made messages are a key ingredient to programmatic success, but as you can see, it takes a bit of work to ensure this alignment. Contact Coegi today to learn more about how we can help coordinate your programmatic campaigns.