Programmatic is a new way to approach Marketing, trying to automate marketing processes using technology, data and algorithms. Programmatic Marketing was coined by Digiday in 2012 and lots of time it's used to identify the practice of programmatic buying. How can you apply a Programmatic Approach to your company? You can choose between Programmatic Agencies, In-House or Hybrid Solutions. You can apply the Programmatic approach to all your digital marketing activities, from SEM to Social Media Advertising, you just need the right resources. Using this approach you will earn in terms of efficiency and efficacy.

1. The Future of Marke.ng
is Programma.c
Online marke.ng strategies to rapidly grow your digital business
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#

2. Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
$%
Programma.c Marke.ng Manager
@KAYAK

3. What is programma.c?
First coined by Digiday on 2012
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Source: hIp://digiday.com/plaLorms/why-­‐programma.c-­‐marke.ng-­‐is-­‐the-­‐future/
“ Marketers are increasingly relying on mountains of data and talented programmers who
can customize the delivery of relevant messages. Programma;c marke;ng, as the prac;ce
of delivering these targeted messages is now called, is s;ll rela;vely new. But it’s also
clearly the future of digital marke;ng, and brands that fail to catch on now will be le@
behind. ”

4. What is programma.c?
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Programma.c
buying
(RTB)
Programma.c
PlaLorms
(Retarge.ng)
Programma.c
Approach
Programma.c is a new way to approach marke.ng, trying to automate
marke.ng process using technology, data and algorithms.
! " #& &

5. Programma.c Approach
๏ Search Engine Marke.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Mobile (Na.ve Adver.sing PlaLorms)
๏ Video and Display Adver.sing (Contextual Marke.ng)
๏ Social (Facebook Exchange, TwiIer etc)
๏ Email Adver.sing

6. Why programma.c?
๏ Data
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Technology
๏ Marke.ng
&
๏ Efficiency
๏ Efficacy
๏ Scalability
๏ Time Saving (LTV)

7. How can you do it?
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
0%
10%
20%
30%
40%
All Respondents
How are you execu.ng your programma.c efforts today?
Source: hIps://www.chango.com/resources/whitepapers/pulse/
Via our agencies, they manage
our entire media budget
Split between agency and in-house
All in-house

8. How can you do it?
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
In House
Solu.on
Programma.c
Agencies
Hybrid
Solu.on
' ()

9. In-­‐House solu.on
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Know beIer your data
๏ Collabora.on Across Internal Teams
๏ Ongoing Tes.ng
๏ Faster environment
๏ Keep your data protected

10. In-­‐House solu.on
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Source: hIp://digiday.com/brands/neLlix-­‐programma.c-­‐ad-­‐buying/
๏ Data Scien.st Team
๏ Programma.c Marke.ng Manager Team
๏ Programma.c Marke.ng Analyst Team
๏ Engineering Team

11. Retarge.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
Retarge.ng is a way to serve ads based on the engagement of a user with your
plaLorms or your brand.
#
User Surfer Your site
#
User Leaves
% Other Site
%& & &

12. Retarge.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Site Retarge.ng
๏ Search Retarge.ng
๏ Dynamic Retarge.ng
๏ Product Retarge.ng
๏ Social Media Retarge.ng

13. Retarge.ng
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#

14. Retarge.ng Cross Solu.ons
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
You can use different marke.ng solu.ons to create a new funnel
#
User Surfer Your site
#
User Leaves
% Other Site
%& & &
Landing Page
% &&$Subscrip.on

15. Retarge.ng: Best Prac.ce
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
๏ Tracking and Analy.cs
๏ A/B Tes.ng
๏ Target Segmenta.on
๏ Create your funnel

16. Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
-­‐0,125
0
0,125
0,25
0,375
0,5
Desktop Display Desktop Video Mobile Social Na.ve Programma.c
35,7%34,7%
18%
42,6%
15,1%
-­‐0,4%
Source: hIp://www.slideshare.net/bi_intelligence/future-­‐of-­‐digital-­‐blodget-­‐igni.on-­‐2014
Adver.sing Revenue Growth
(US) 2013-­‐2018

17. Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
0
7,5
15
22,5
30
2013 2014 2015 2016 2017 2018
€28
€23
€18
€12
€8
€6
Source: hIp://www.slideshare.net/bi_intelligence/future-­‐of-­‐digital-­‐blodget-­‐igni.on-­‐2014
Forecast Programma.c Ad Spend
(US) in Billions

18. Be ready! The Future of
Marke.ng is Programma.c
THANK YOU
Gessica Bicego ! gessica.bicego@gmail.com " @minigloo#
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