Missverständnisse im Marketing – Programmatic Marketing

8
Jul

Programmatic Marketing nur als aktuelle Trenderscheinung in der B2B-Kommunikation zu bewerten, wäre ein großer Fehler. Es ist die größte und bedeutendste Entwicklung seit dem Aufkommen des digitalen Marketings.

Programmatic Marketing ist aber auch eine Geschichte voller Missverständnisse.

1. Programmatic – sonst nichts

Es ist richtig, Programmatic als DAS neue Betriebssystem der Werbung zu bezeichnen. Aber: Wie bei jeder Massenbewegung werden weiterhin gallische Dörfer bestehen und perspektivisch sogar wichtiger werden – etwa der Point of Sale. Auch andere Kanäle, wie das klassische Sport-Sponsoring, werden niemals programmatisch genutzt werden können.

2. Mediakosten sinken durch Programmatic Marketing

Ein Klick und jeder Nutzer erhält genau die Werbung, die ihn interessiert? Und traumhafte Konvertierungsraten kosten künftig nur noch die Hälfte des bisherigen Media-Budgets? Schön wär‘s!

Wer qualitativ hochwertige, passgenaue Reichweite erzielen will, wird deutlich tiefer für den einzelnen Klick in die Tasche greifen und zudem erst einmal in die notwendige Infrastruktur investieren müssen. Hinzu kommt: Dem momentanen Konsolidierungsdruck werden nur wenige klassische Medien standhalten. Diese werden sich aber ihre Werbeplätze gut bezahlen lassen. Das betrifft im Special-Interest-Bereich insbesondere B2B-Unternehmen.

3. Paid Media ist „King“

Paid Media wird zum einzigen Mittel der Wahl? Falsch, denn: Media-, Kanal- und Kommunikationseffizienz kann jetzt jedes Unternehmen selbst sicherstellen – egal wie groß oder klein die Organisation ist. Durch Programmatic werden klassische Wettbewerbsvorteile aufgehoben. Gewinnen werden die Marken, die es schaffen, echten Mehrwert für ihre Kunden zu schaffen und sie langfristig zu binden. Deshalb ist es jetzt besonders wichtig, dass Marketer erkennen, dass sie eigene Kanäle aufbauen und diese auch konsequent und kontinuierlich bespielen sollten. Owned Media heißt der neue Trumpf im Media-Mix.

4. Programmatic Marketing tötet Inspiration

Nur die Marken werden künftig Erfolg haben, die dem Kunden genau die Inhalte liefern, die ihn wirklich interessieren – und seinen SPAM-Filter passieren. Nein! Die Lust der Konsumenten auf Inspiration bleibt ungebrochen. Disruptive und überraschende Ideen müssen aber viel intelligenter eingesetzt werden. Für Unternehmen gilt es, den Nutzer zu inspirieren, ohne zu nerven oder zu langweilen. Dazu dürfen die Grenzen des guten Geschmacks zwar ausgelotet, aber niemals überschritten werden.

5. Programmatic macht Kreation obsolet

Programmatic erfordert immer neue Kompetenzen, vor allem in den Bereichen IT und Data. Werden Kreative dadurch überflüssig? Keinesfalls! IT-Kompetenzen werden auf lange Sicht nicht das Zünglein an der Waage sein, denn auch in dieser Hinsicht wird Programmatic Waffengleichheit zwischen den Marktteilnehmern herstellen. Differenzierung kann daher nur von einem anderen Bereich ausgehen: von kreativen Ideengebern, die herausragende und mutige Kampagnen entwickeln.

Entscheidend für Sieg oder Niederlage auf dem Werbeschlachtfeld sind weder Kanäle noch Technologie oder Mediabudgets. Es sind starke und innovative Kreationen und die Köpfe dahinter. Auch das sicherheits- und effizienzgetriebene Geschäftsmodell der B2B-Branche wird aufgemischt. Große kommunikative Veränderungen werden nur noch die Marken erreichen, die die Grenzen des Programmatischen austesten, sie verschieben und manchmal auch brechen – Programmatic ist das Zeitalter der Mutigen.

Quelle:marconomy

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