We were interested, but not surprised, to find that the inability to understand audience development was perceived by study respondents as the largest challenge to expanding globally.
New York, NY (PRWEB) August 25, 2014
Selligent, international provider of omnichannel engagement solutions for marketers, is a supporting sponsor of a white paper published by the Interactive Advertising Bureau and Winterberry Group. “Going Global: Programmatic Audience Development Around the World” explores how this highly successful trend is encouraging marketers to expand the practice into a wide range of markets.
Based on interviews with more than 200 advertising, marketing and media industry executives from the Americas, Europe, Africa, Asia, Australia and the Middle East, the paper looks at programmatic audience development across 12 markets.
In digital marketing, programmatic marketing campaigns are automatically triggered by an event and deployed according to a set of rules applied by software and algorithms. As the report found, US and UK marketers have made programmatic audience development a key part of their digital marketing strategy and campaigns.
In the omnichannel world, these campaigns demand the ability to understand and act on customer behavior better than ever.
“We were interested, but not surprised, to find that the inability to understand audience development was perceived by study respondents as the largest challenge to expanding globally,” said Nick Worth, Selligent chief marketing officer. “As an international provider of these solutions, we know that creating a 360 degree customer profile and deep behavioral targeting are critical to programmatic success – and can be hard to do right.”
Other success factors for programmatic audience development include:
- Embrace the Audience: Advertisers in each market must be able to discover audience trends based on data and use these observations as the foundation of their advertising, marketing or media strategies.
- Programmatic Know-How: Advertisers in each market must have a deep understanding of programmatic advertising and how it relates to specific use cases.
- Data: Third-party audience data must be readily available and legally obtained via consumer-friendly means.
- Technology—and the Means to Use It: The technology required to identify and develop audiences must be readily available, as well as the expertise required to utilize it.
“Whether pushing out to new markets or continuing to compete domestically, programmatic audience development has become a crucial strategy for many marketers,” continued Worth. “Done right, many of the capabilities outlined in the report depend on the ability to engage customers across all channels and create relationships with one-to-one messages. That can be a daunting task for many marketers; they need a central solution that makes it easy to succeed.”
Read all of “Going Global: Programmatic Audience Development Around the World” by downloading the white paper here.
Selligent is a fast-growing, international marketing automation provider. More than 400 brands in Europe and the US use our solution to power their omnichannel audience engagement programs. Europe’s leading retailers, financial services companies and publishers leverage the Selligent platform to orchestrate their customer communications across multiple channels, including email, site optimization, social, mobile and contact center.