In Digital, we are always on the lookout for a new ROI-producing channel. We willed for that (unsuccessfully) with Facebook organic. Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates. Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis. Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.
An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint. It is one of the key pillars to their DMPs. For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible. Continue reading