Creative Content and Programmatic Marketing: A Match Made in Digital Marketing Heaven

Creative Content and Programmatic Marketing

Programmatic display advertising is on the rise and as more marketers and companies embrace creative content and automation, there is an upsurge in demand for creative content. Creative teams are being pushed to the limit to produce content for various platforms for what seems like 24/7. This 85% uptick in demand shows the high monetary results marketers and digital marketing campaigns can get from a data-driven programmatic marketing company with creative content.

Types of Creative Content

Content creation isn’t just content writing. Though many writers, creators, and businesses make the mistake of constantly interchanging the two. This occurs because there is usually an interpretive rather than a definitive meaning for content creation or creative content. As the world of content marketing is in a transitional stage, a lot of new jobs and roles are being created so people are still figuring things out. 

What is somewhat defined is the type of content that is creative and how it can be utilized in your content marketing strategy. There are over a hundred types of creative content that can be divided based on six types of content marketing strategies. 

Interactive Content

Interactive content requires engagement with its users. Optimized interactive content uses predictive analytics to drive engagement and marketers capitalize on it by using it to create a better user experience. Interactive content includes webinars, Q&As, surveys, demos, courses, mobile apps, converters, calculators, and other built-in tools that your visitor can interact with.

Interactive content got rave reviews in gaming, real estate, retail, and event marketing as a way to provide non-gated content as a sample of what the company has to offer. Marketers plan to increase the use of interactive content in their digital marketing campaigns over the next two years. 

Interactive content is also a great differentiation tool to help you stand out from your competitors. It increases customer engagement, brand trust, brand awareness, and lead generation more than visual content alone. When used as part of the customer onboarding process, it improved customer relationships and user knowledge of the brand offerings.

Multimedia Content

Multimedia content combines different forms of content into one presentation. Multimedia content has five elements; text, audio, image, video and animation. They can be combined to create live events, demonstrations, slide shows, presentations, memes, newsletters, ads, games, landing pages, emails, gifs, wikis, comics, and more. 

When people think about creating content, multimedia content is usually what they’re thinking of. This is because a lot of the content created ends up in a multimedia container format. Grouping different types of content together increase your appeal to different types of learners. It is a simple strategy meant to widen your reach.

Multimedia content is great for public relations (PR), events, and promotions. It also works well with programmatic ads with geofencing mobile marketing. It can be used in more broad-based omnichannel digital marketing campaigns or targeted email or content marketing strategies. 

Not everyone may read the entire blog post, but some may save the infographic or watch the embedded video. Using multimedia content increases the chance that someone will receive your message and boosts the return on investment (ROI) on your copyrighted content.

User-generated Content

This is content you didn’t create yourself but posted on your media channels by or on the behalf of your users. It’s usually as a result of an engagement request like asking your followers to send pictures of themselves while wearing your merch. It also includes comments, testimonials, guest posts, and reviews, and generated consumer data. Everything on every social media platform is the result of user-generated content. That should tell you the impact that user-generated content can have on your digital marketing campaigns. 

The returns on the content generated by users can be seen in tons of engagement. Once users get involved, marketing your product or service becomes easier. However, to get to that stage you have to build a following and create content that will, in turn, encourage users to create content.  

Interactive content and multimedia content can fulfill this purpose when used with eye-catching design. Due to the mass appeal of multimedia content, you may not need pinpoint targeting to get specific users to generate content. Anyone with whom your creative content resonates will respond and create user-generated content, furthering your content marketing goals even without being a buyer.

Textual or Written Content

Anything that was written to engage an audience can be considered textual content. This blog post, articles, case studies, e-books, white papers, video scripts, screenplays, SMS text messages, and the list goes on. Written content forms the foundation of content marketing but rarely works well solely on its own.

You need words for all your content marketing strategies, but unless paired in multimedia format or targeted towards specific audiences or industries like research, healthcare, or finance, you may not find your audience as receptive to plain written content.

People skim. That is now an indisputable fact, especially, in this internet age. Attention spans are low and nobody is interested in reading a wall of text. 

Your written content needs to be punchy, readable, imaginative, in a clear voice that emotionally connects with your target audience, as well as visually appealing. Fonts, spacing, word count, details, and mood all play a part in valuable written content. In digital marketing campaigns or planning your content marketing strategies, words can still be your foundation, but you must have the right content, consumer data, and writer to make them useful.

Visual Content

A lot of the visual content created such as infographics, images, videos, illustrations, screenshots, graphs, charts, slideshows, and signage end up on blog posts and social media. It’s anything that appeals to the eye. It takes a long time to create stunning visuals while ensuring consistent quality. 

The psychology of color in marketing is no secret and we all process information primarily by sight. So, of course, marketers tested this visual appeal everywhere. They found that while 54% of customers wanted more video content, infographics were shared more and used by 67% of B2B marketers. 

The importance of visual content is second only to textual content and its returns have been well documented through all industries and content marketing strategies. Used in programmatic ads, visual content can be at the peak of its efficiency. 

Audio Content

Podcasts, audiobooks, music, and soundtracks usually stand on their own in traditional advertising, but in recent years, audio content has become more multimedia in the digital framework. 

But platforms like Spotify and the increase in podcast listeners over the last year have changed audio content’s impact on the digital landscape. More audio content is being requested as people listen to more blog posts, webinars, and music. Audiobooks are still in high demand and some movie soundtracks have earned more than the movies themselves.

As with all creative content, there are a few drawbacks. Copyright infringement is more rampant with audio content than any other type of creative content. As audio can be used to overlay videos and images, sometimes, even without meaning to, audio content is used without permission. 

If you are not creating your own content when choosing a programmatic marketing company, you can protect artists’ creations by demanding royalty-free content or ensure the artist gets paid for their writing, images, graphic art, and music. 

Based on this, we can then conclude that creative content is original information, material, and technology used to convey a message or invite discourse through a medium such as writing, audio, visual, and/or any type of expression for marketing and/or publication for an audience. With so many types of content being created, not every piece of content suits all digital marketing campaigns. Some content is great to use as gated content in an inbound marketing strategy, while others work well with omnichannel or social media. However, marketing experts have noticed that most types of creative content can be implemented into your programmatic marketing plans. Thus they have increased the use of creative content by 59%. It’s just a matter of finding the right programmatic marketing company and using the right consumer data to create your content and match the right targeted audience. 

What is Programmatic Marketing?

Programmatic marketing uses advanced computer models that can automate real-time bidding to buy and place programmatic ads. Programmatic display advertising is a highly effective form of advertising that gives advertisers the ability to target specific users in specific contexts. 

How Does Programmatic Marketing Work? 

Using programmatic platforms, interested companies use an automated bidding process to buy the ad space within the programmatic ads market. Through this ad impression auction that lasts milliseconds before the page loads, the highest bidder gets to show their target audience their ad. The better your buyer profiles, the more relevant programmatic ads will be shown and thus increase ad conversion.

Pros and Cons of Programmatic Marketing

The ups outweigh the downside of programmatic marketing and are a little superficial because they can be avoided with the right consumer data.

Pros of Programmatic Marketing

  • You can control the frequency of the ads and how much you spend
  • You pay only for the impressions 
  • You can use pinpoint targeting on specific audiences with specific campaign goals
  • It’s adaptable across different devices and mediums. (CTV, Mobile, Radio, etc.)
  • It refines the customer experience by keeping the ads relevant
  • All of this is automated once set up

Cons of Programmatic Marketing

  • You can lose the bidding process…frequently
  • Incorrect targeting can cause overspending
  • You created content that’s not adaptable or relevant to goals or target

As beneficial as programmatic marketing is, you can see how wrong consumer data and creative content can be detrimental to your digital marketing strategy. This is where the eye-catching design of creative content and data-driven pinpoint targeting of programmatic marketing step in. 

Creative Content: The Core of Programmatic Marketing

The marriage between creative content and programmatic marketing was always meant to be. Content is still the king, and with the data-driven technology of programmatic marketing, its throne will be well secure.

The rise in demand for creative content coupled with the increased availability of consumer data, lowering attention spans of audiences, and gluts of ads in the digital space made it easy for programmatic display advertising to thrive.

Creating creative programmatic ads is similar to creating any other type of digital display ad and pairing it with the pinpoint targeting of programmatic display advertising is a match made in digital marketing heaven.  

Using creative content allows marketers to grab the attention of their target audience within the quick time allotted for their programmatic ads. And once marketers saw the increased engagement, retention, and sales, they began to explore the versatility of programmatic marketing with creative content.

Marketers are now seeking out originality, trusted consumer data, and eye-catching design in their drive to optimize and capitalize on programmatic display advertising. 74%  create programmatic ads for brand awareness campaigns, 77% to drive traffic, 53% for lead generation, and 41% for sales. While other marketers, to a lesser extent, use it for data mining, feedback, and establishing or enhancing dialog. Programmatic ads are now on mobile apps, desktops, connected TVs, OTT’s radios, billboards, digital magazines, and more. They can be targeted geographically using FrescoData’s geofencing mobile marketing, micro-proximity targeting, and device ID targeting. 

Of course, all this success only happens with the right consumer data for pinpoint targeting, creative content with eye-catching design, a strategic programmatic display advertising plan, and a trusted programmatic marketing company.

FrescoData: Where Can You Get Programmatic Marketing Services with Creative Content

Getting all your creative content and programmatic display advertising in one place isn’t the norm. You may get the content from one service then try to implement it in another service and end up either with the wrong targeted audience, lackluster content, or paying too much to get everything done. 

Here at FrescoData, we can provide the complete programmatic marketing service. We can be the creative agency and create masterful digital content with eye-catching design. We are a data provider giving you targeted consumer data or data enhancement services for better pinpoint targeting. We will be the programmatic marketing company creating stunning programmatic ads that can be used with geofencing mobile marketing, social media, and email marketing campaigns through native advertising.

There are very few limitations with programmatic marketing and as technology grows and digital creative content expands, those limits will begin to disappear. Whatever a content creator can achieve you can use it in programmatic display advertising and use the same content in your emails, social media, SEM, and direct marketing campaigns. Thereby not putting additional strain on your design team or your programmatic display advertising budget. 

When you couple the possibilities of programmatic marketing with FrescoData’s consumer data, creative content, geofencing mobile marketing with the device ID, and micro proximity targeting, there is no way you won’t exceed your digital marketing campaign goals. Let’s strategize your next programmatic marketing campaign, today.

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