When it comes to programmatic, do not restrict campaigns to display advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2022, 7:55 AM GMT+0

Marketers must experiment with different advertising channels to offer relevant and personalised messages that engage customers throughout their purchase journey.

Dynamic creative optimisation (DCO) can help marketers leverage machine learning for real-time media buying, deliver relevant creatives at the right time and customise ads based on past behaviour. Similarly, brands can even change ads in real-time in response to current situations.

When it comes to leveraging programmatic, marketers need not stick to display advertising only. Other programmatic opportunities marketers can rely on include podcasts, streaming audio, linear and CTV, email and digital out-of-home.

Brands must ensure their messages are relevant and personalised for each stage of the customer journey. For example, top of the funnel messages must offer creative experiences that boost recall value. Mid-funnel messages need to explain how the brand can help meet the customers’ needs.

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