Programmatic buying leverages technology and sophisticated algorithms to create an automated system of media buying. It takes place on demand-side platforms, or DSPs, that give agencies and advertisers direct access to publishers and networks available through media exchanges, giving them full control over all details of the media plan without the need to work through a sales team. Media sold programmatically through a DSP allows advertisers to dynamically place ads in front of a highly targeted audience at the right time.
Best Practices: Facebook Marketing
However, as Jeremy Heilpern mentions in Stop Chasing After Every Shiny New Object, it’s critical for marketers to create deliberate and goal-oriented plans for playing in the digital space. This notion is especially important when applied to social media. Your social media marketing plan should be strategically aligned with your overall business goals. In addition, it’s extremely important to not only create a holistic social media marketing plan that incorporates all social channels you plan to have a presence on, but to also craft a plan for each social channel. Each channel should have its own goals, content strategy, posting frequency, etc.
Ad Blockers are Unethical
And it is, I believe, completely unethical to block ads. The service provided by online content creators must be paid for, and you don’t get to decide to remove yourself from the process that pays for the thing you wish to enjoy for free.
Go where the conversation is, even if you don’t want to be there.
Because of this, I’ve considered — more than once — deleting my Facebook account altogether. I’ve logged in, hit that little arrow by my name, navigated to Settings, clicked on Security, selected Deactivate My Account, only to hit the cancel button.
Your Agency’s Clients Aren’t Dumb
He takes your keys and gets to work. Later while walking around aimlessly (that’s what people do at mechanics, right?) you overhear the man talking to a coworker. “This guy doesn’t even know what’s wrong with his car! I could tell in a second it was the muffler bearing! What an idiot!” You’re taken aback. You don’t know the first thing about cars, that’s why you came here. Why are you being insulted?
The Agency Developer
And I’ve come to realize that I don’t really consider myself a Programmer or an Engineer. I’ve always preferred the term Developer (Web Developer if you’re nasty). As I’ve grown in this industry and become more and more an agency man, that is, spending the majority of my career working for marketing agencies, I’ve come to have a special relationship with the term and all that it means to me.
When to stop pitching, and start doing.
You walk into a car dealership, knowing just the car you want to buy. You’ve thought about it for quite some time, and you’ve done your research. It’s a mid-sized SUV, with grey leather interior, white on the outside, equipped with four-wheel drive. You find it on the lot, and engage with the salesman to start your purchase.
On Solving Problems
Think of the last meeting you attended. Odds are, someone brought up a problem to solve, or maybe even pitched an idea to the group. And I’ll bet there was someone — or someones — that reacted by listing all the reasons that idea couldn’t be realized.
Stop chasing after every shiny new object
From a marketing perspective this can be both a blessing and a curse. The blessing? Brands have numerous, and very intimate, ways to reach out to their target audience of choice. They can advertise to hyper-targeted groups on Facebook; they can focus on SEO or PPC; post photos on Instagram; they can tweet, pin, like, comment, share, optimize, you name it. The curse? It’s easier than ever to chase the going trend of the day because it’s “cool” rather than because you’ve developed a clear and focused reason for doing so.