Seahawks coach Pete Carroll employed tried and true offensive strategies to win at Superbowl XLVIII. He did so by implementing the right plays with the right players at the right time. His playbook guided his strategies. When it comes down to it, marketing isn’t really that different.
As a marketer, it’s important to evaluate the structure and the skills of your team members and your players, in order to succeed time and time again. Just as a football team with players that aren’t coordinated, an organization with siloed departments will be inefficient and eventually fumble. This is especially important in today’s game of programmatic marketing. Strategically setting up your marketing teams – and marketing practices at large – to harness the value of programmatic buying is a sure way to win.
Many digital marketing teams have already organized themselves into programmatic powerhouses, a smart play given that programmatic is the future. According to Winterberry, 85% of advertisers are currently deploying real-time bidding strategies today – and 64% are doing so aggressively; while Magna Global reports that global programmatic buying is expected to “triple to $33 billion by 2017.”
Once you step up your offense by creating a strong organizational structure, you can run a custom programmatic playbook which enables you, as marketing coach, to create a core set of plays specific for the overall brand. Such plays include:
• Data plays
• Channel plays
• Optimizations plays
• Message plays
• Contextual plays
With a strong programmatic team, you are able to identify the publishers working for you, the most effective data sources and the creative messaging that draws your customers back. More specifically, you’re able to test, in real time, how tools like remarketing, reactivation of lapsed buyers, and activation of an event work so you can create a campaign that meets, and exceeds your benchmarks.
Furthermore, once you’ve defined the plays, you are able to drill down and further customize them for specific products, brand teams or business objectives. Finally, just like that football coach re-watching play after play on the projector, you’re able to revisit campaigns in order to evaluate and optimize for greater results.
Click here to see how to best organize your teams, in conjunction with programmatic systems, in order to win time and time again. Touchdown!