Do this one thing to avoid programmatic marketing hell & make it heaven…

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You need new customers for your business. After years of making Search deliver new customers like clockwork you’ve finally hit a ceiling — so what do you do next to find more customers?

You hear programmatic could be an option. You look at the industry and this is what you see — a minefield.

Does this minefield scare you?

How does programmatic work? What strategies really deliver a measurable outcome? How do you measure outcomes? What tools get the job done? What do you need to do to get the right tools? Who’s giving you a tool and who’s giving you a solution? Who do you trust? How much do they really cost?

Finally, if every solution that you dare to trust flops time and time again it’s your business that loses, it’s potentially your job that’s at risk.

After a period of explosive growth in advertising technologies (why that has occured is a separate issue) the impact on marketers is an excess of untried options and a lack of knowledge that has created confusion.

But you can’t afford not to test out new options. If you stop swimming you will sink. You need to find new customers. So is programmatic an option?

Absolutely.

It can be the heaven of new customers rolling through the front door. It is continuing to be the fastest growing new type of marketing for a reason, it does work when done right.

And it can be a nightmare if you don’t do it right. So what is the one thing you must do to avoid hell and create your heaven?

Accept that programmatic is inevitable and dive into your programmatic education head first, immediately.

You can’t afford to wait any longer. Outsourcing it is not enough, you need to also become an expert even if you aren’t doing the heavy lifting yourself. Your competitors will clock on that they can gain new customers, so will you invest in your learning and stay ahead of them or will your fear of failure hold you back?

More importantly, I believe advertising should work for everyone. This means driving real outcomes for businesses and a better user experience for the public. And as a global mechanism of change, the Internet has enabled countless advances that improve the quality of life for billions.

The way to improve advertising as the lifeblood of the Internet is to encourage adoption of programmatic.

This means all of us investing in our education on how programmatic works, the real nuts and bolts. Fear, laziness or lack of time is no longer an option — you should be far more worried about being left behind.

To read more, try: The Most Important Trick To Cooking Up Your Own Programmatic Strategy