We are witnessing a new revolution in which technology drives commerce, online and in stores. Consumers are increasingly digitally engaged, with multi-screen connection behavior to consume products, services, information, entertainment, music, video, and social interaction. It is the critical moment to start making decisions. In the United States, 30% of investment in social media goes through programmatic, according to Forrester Research. The companies focus on the search for professionals who optimize the investment for the purchase of the audience.

Who are the fittest?

Undoubtedly those that come Chile Email List from an experience in direct marketing and database marketing. The analytical and strategic preparation of the experts is a plus. Managing large databases by preparing each piece of data, ensuring that it is “clean” of duplicates, organizing, analyzing and segmenting the database, was a time ago a task that took months to perform a test, launch a piece, wait for the answer and then evaluate it. You could do 1: 1 customization but it took a long time to get some insight that could then be applied to the next piece that restarted the process. Programmatic is to do this, but in real time with a gigantic volume of data. Today we can launch a campaign in half an hour, we customize communication very quickly, we test, measure, learn and do it again, and another one until we obtain the optimum in just a few steps. Digital marketing allows us to connect with the audience, generate interest and participation because we will be providing what they want, what they are looking for, at the time and in the ideal context.

Prediction and accuracy are essential, analyzing each data, for each person, achieving unique and individual human insights . That allows you to be prepared to satisfy your audience in a creative and measurable way, on a large scale. Now, in short learning cycles we get very high customizability. Before we had emailing, traditional mail and calls to reach the customer, now we have mobile, video, content marketing, rich data from many different sources. What must be developed is talent. It is useless to have the latest technology, without analytical and strategic capacity. Social listening is vital to obtain results in programmatic buying, developing digital marketing strategies to find the brand’s target target, establish a budget and approach the audience with optimal and relevant ads according to their preferences and profile. Interpreting the details of the audience, behaviors, demographic and psychosocial profile, and context give us a clear idea of ​​who we are approaching with the proposal.

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