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ARTICLE

The Revolution Will Be Programmatic

March 29, 2016 — by Michelle Said    

Programmatic.

If you’re a marketer, you have probably heard this word used quite a bit in the last few years. In fact, it may be all you’ve heard when it comes to the advertising scene. Picture this — soon marketers will be able to only target consumers who will actually be interested in their goods and services — a concept that limits risk for marketers and increases a business’s overall ROI. Ultimately, programmatic’s unlocked potential is one that will prove the worth and value of marketing in a way that has rarely been achieved in its history: it’s tied to the bottom line.

Some have called it a revolution, and in many ways, it is one. We are rapidly changing the way we think of marketing at a conceptual level. However, it can feel like this change is going a little too quickly. In the process, marketers may feel as if they’ve been left behind to fend for themselves. One day, you feel comfortable with the concept of banner ads that lead to clicks on a website and suddenly you have new screens (mobile devices) and formats (video, social) that you are expected to master.

In an attempt to demystify the landscape, marketers have been given tools, charts and handy dandy mnenomics to try and remember what all these entities are and how they work together. But how do you use any of these tools when you’re not so sure what all of these different companies do and how it all fits into the grand scheme of things?

Most marketers have to figure it all out for themselves, which leads to gaps and blank spaces. Even if you’re a recent graduate, it’s highly unlikely that you have received education related to programmatic marketing, despite the fact that it is the method by which most media is going to be bought and sold within the next two years. As Neil O’Keefe, SVP CRM & Member Engagement, DMA, wrote in his post last week, the recent DMA/Winterberry Quarterly Business Review has cited that data and training skilled staff are key issues for marketing organizations in 2016. There is truly no time better than the present for a marketer to become more educated.

This is essentially why the New Marketing Institute (NMI) was founded in 2012. Our mission is to educate, engage, empower and connect marketers all over the world in order to create a common ground and language. NMI’s courses are taught by instructors who have real-world experience running campaigns so we don’t simply know this material from a conceptual level, but are truly speaking from a place of experience.

That’s why we’re excited to be partnering with Direct Marketing Association (DMA) to offer a special training in all things digital — including programmatic and omnichannel marketing. We will be hosting our full-day event at the MediaMath headquarters at Four World Trade Center in New York City on April 15th. During the session, we will cover a range of topics spanning from the display advertising basics to demystifying the programmatic landscape, to omnichannel modules that break down what marketers need to know to make holistic campaigns that incorporate video, mobile, and social tactics.

Space is limited, so register now to snag your spot!