Programmable marketing basics
- You just received low results from an awareness campaign for a local non-profit you manage. You used a wide array of signals to make sure you provided relevant answers across the entire journey. What will you try next time?
- Ron markets football cleats for a sporting goods company and ran a dynamic campaign in the hope of increasing sales volumes. Conversions in the “See” stage were really low. Which explanation is the most plausible?
- Imagine you’re prepping your team about an upcoming programmatic campaign and someone asks you how you’ll actually plan and buy ad space. What do you say?
- Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?
- If you were asked to explain programmable marketing to your peers, what should you say?
- Rodrigo’s campaign to increase automobile sales using an online car configurator didn’t convert as hoped. The configurator usage was high, but sales were low. What went wrong?
- Which programmatic tool allows you to purchase individual impressions in auction-based environments?
- Louise, who works for a computer company, is trying to understand why customers she targeted in the “Care” stage didn’t convert. She sent them a “For your first purchase of software, get a discount” display ad. Why didn’t this work?
- Ormond, who works for a national basketball franchise, wanted to reach more fans with new content. They identified new segments and aimed to deliver real-time, online, live game footage. Conversions were really low. Why didn’t this work?
- What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele?
- To capture the “Do” stage for a marketing campaign selling men’s razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?
- Imagine you’re trying to convince your board that investing in programmatic technology would be a step forward for your company. What do you think would convince them?