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What Small Businesses Need to Kickstart a Programmatic Ad Strategy

Business and customer data has existed for ages. Mostly, however, it sat hopelessly trapped in handwritten ledgers, filing cabinets, and floppy disks, a precious resource untapped.

The introduction of Data Management Platforms (DMPs) and Customer Relationship Management (CRM) aid the increase of customer data collection so much that 90% of the data in the world today has been created in the last two years alone, according to IBM. With integrated media buying tools, businesses are able to unlock the secrets within their customer data and use it within their programmatic advertising strategy.

“Programmatic” ad buying can be defined as the use of automation to buy digital advertising, versus the traditional and timely processes of the past. The means by which programmatic ads are bought and sold is through a live auction, on a per-impression basis. This purchasing model provides SMBs with the means to reach their customers and potential customers with a targeted message throughout the buying cycle, regardless of which publisher websites they are visiting.

Customer Data is Gold

Tying customer data into programmatic media buying creates a powerful digital marketing strategy. Customer data, also referred to as first-party data, paints a valuable picture and enables SMBs with the ability to draw meaningful conclusions about consumers from multiple channels.

This type of CRM data can be collected from multiple online and offline sources. For example, retailers can ask for a customer’s email address after an in-store purchase, a travel agent can ask for an email address after a phone booking is…

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