Programmatic marketing is an asset that has been overlooked by B2B companies because it is perceived as incompatible with niche markets; however, this perception is untrue. Programmatic marketing can analyze audience behaviors, and enable companies to create ads and content based upon their target markets' unique and specialized needs.
If you are not convinced that programmatic marketing is a good fit for your company, there are 3 benefits of programmatic marketing for B2B companies to consider.
1. Programmatic marketing can identify and target potential customers
Programmatic systems are capable of evaluating real-time data features to identify the target market's online preferences and behaviors in order to deliver content that is relevant and timely to potential customers. Programmatic systems can analyze online profiles to determine if the potential customer is the decision maker, and deliver ads and content that can be customized for each step of the buying process. This helps to ensure that decision makers see the ads or content, and it allows companies to guide potential buyers through the buying process.
2. Programmatic marketing optimizes owned and earned channels
Traditionally B2B companies rely on white papers and webinars to generate leads and create interest. Programmatic marketing can optimize these traditional methods. When a potential customer reads a white paper, visits a company's website, views a webinar, or reads a blog article; the programmatic system detects the behavior and displays ads and content that are relevant to the potential customer. This can expand a company's existing lead base, generate interest, and establishes a company's authority on the subject.
3. Programmatic marketing allows real-time adjustments to campaigns without extra expenditures
If analysis indicates that a company is generating interest, but not generating sales; programmatic marketing enables the company to make changes to campaigns in real-time without extra expenditures. This means that companies can further refine their campaigns to change which content or ads are displayed to different target markets during the buying process, without starting new campaigns from scratch.
With its ability to gather and analyze data to help find potential customers within a niche market, optimize current B2B channels, and allow real-time changes to campaigns; it seems as if programmatic marketing was created with niche markets in mind.