The media-buying world, in many ways, can be said to have been totally turned upside down during the last decade. Ever since online targeting has been made possible and search engine optimization has become popular in the 2000s, mass media buying and TV marketing have become less and less of a favorite. Newer and more effective strategies, like programmatic marketing, have taken the place of older models of non-personalized mass advertising.
Programmatic marketing utilizes strategies that are based on technology and software to process and transform huge user datasets into real-time buying, placement as well as campaign optimization. Programmatic marketing, simply put, connects marketing teams to mass media advertisements based on the behavior of users. In the internet world, programmatic marketing is a boom. Buying online ads that are based on programmatic marketing techniques was seen to have reached 70 percent of the whole US digital display spending in 2016.
For some reason, some of the sectors which should be best suited for programmatic marketing are slow to adopt the strategy. To mention a few, sectors such as pharma and healthcare marketing that search for acutely defined segments can gain the most from programmatic marketing strategies, but they have been slow to embrace technologies which enable programmatic media buying. The concerns over HIPAA regulations and patient privacy could be the reason why.
Programmatic marketing gives highly targeted consumers
The days when marketers depend only on sending out mass messages, in hopes of gathering desired audiences are gone. Because of programmatic marketing, media planners can get audiences online. The technology can be linked with tools like CRM as well as marketing automation software. The media buy is therefore not capturing those outside of certain audience type. Also, marketers can define campaigns that are based on the response of a prospect to content.
Programmatic marketing aids in finding opportunities across channels
There is another advantage to very insightful views from audiences. Marketers are able to see where their audiences go online. This allows the healthcare marketing team to create cross-channel content, such as article downloads, video and blog content. The deeper glimpse into how people behave online, as well as insight into the sites that people favor, makes programmatic marketing a cycle. Teams can brainstorm and explore new ways in delivering personalized messages based on the behavior online.
Social media responds to healthcare communities
Programmatic marketing is expanding into the healthcare sector because of new tools from social media giants like Facebook. Facebook is making online support communities which connect members that have health-related interests. In addition, Apple and Google have mentioned that they will most likely explore healthcare marketing opportunities. Online communities, with the help of social media and popular sites, give healthcare marketers chances to invest in advertising as well as retargeting campaigns.
Overall, it can be said that programmatic marketing has to be part of an inbound marketing strategy. When you explore marketing in niche markets like healthcare and pharma, you have to bear in mind that strategy must be integrated into an overall inbound plan which goes beyond ad placement, keyword searches and retargeting. A great benefit of programmatic marketing is that it lets companies buy ad placements for certain audience factors. Health and medicine, just like other industries are topics which benefit from careful development with the use of content.
In healthcare marketing, it can be very difficult to deal with everything as a lone wolf. There are just too many parts and pieces to consider for one person to do it all by themselves. Programmatic healthcare marketing is a lot like a programming project or a software project where teams take care of specific parts and pieces.