4 Key Professional Profiles for the Success of Programmatic Marketing
Marketing has long been the preserve of business schools and business curriculum; however, inter recent years, integration and development of new technologies has revolutionized this market. Today, we cannot do successful marketing without the web component and Big Data. Not only the marketing evolves, the profiles are also changing.
What is programmatic marketing?
“Programmatic marketing is a way to target what types of audience you wish show your advertising to. Which can encompass segments across demographics such as age, gender, social standing, to geographic in certain areas of the country. As with Paid Search you can also limit the ads to times of day and frequency. You can decide which publishers you want your ads to show on. This way you are only paying for highly effective ads, delivered to the right people at the right time. It is a change from traditional ad buying. No longer a buyer agrees to run a certain number of ads with a publisher and is locked in to the contract.” (State of digital)
The engineering schools have gradually imposed on that niche and business schools open to sometimes double degree programs, with statistical skills, data processing and Big Data. Programmatic marketing is becoming more and more important in the job market. This offers opportunities for graduates, persons in retraining or marketing professionals who wish to work in this field.
Data scientist is responsible for the construction, consolidation, analysis and interpretation of the millions of data that can pass through a company. It is the data science specialist. The profession is relatively new but evolving and may be exercised in a lot of areas and activities, from e-commerce to finance, to tourism, retail or IT. It is a hybrid profile, which includes the issues of marketing and business strategy, but specializes on recommendations based on the analysis of decision-making and behavioural predictive algorithms. It is central and must have scientific rigor while being able to disseminate and share its findings in order to provide significant assistance to decision making.
Expert in digital marketing
In a digital marketing agency, the person is often the project manager who is able to work on all aspects of a programmatic marketing strategy for a client. He/she is a passionate person in web and new digital technologies, and is able to understand, to convince and to make recommendations on a specific issue.
With Web expert, the person controls the main levers of promotional campaigns, whether in e-commerce, affiliate or through the purchase of advertising space (e.g., display Facebook Ads and Google Adwords) and supports its clients in organizing and coordination of digital marketing strategies.
With advertisers, it may take the name of the digital strategist, the person is able to control and coordinate all communication projects and digital marketing at the service of its brand. It is the keystone and the project manager of any programmatic marketing initiative.
Big Data Developer
The Big Data developer can work in office for several clients or advertiser side to structure and support the programmatic marketing for a brand. It is a job that is very technical, and it does not ignore the marketing dimension. The job is primarily focused on the collection and structuring of data that affect the launch or completion of projects. The person developed his/her expertise between management databases and computer science, and works in close collaboration with a Data Scientist with which it will implement the algorithms and data management system. This is primarily a technical profile that requires a mastery of computer languages, like Python, Java, C and associated frameworks.
The web designer will work to optimize the website, the creation of display advertisements, templates, models and many versions of landing pages. The person must be the master of design and user experience, and is able to incorporate recommendations, new ideas, and creativity to the service of a marketing strategy.
In office, web designer will work with a digital marketing expert to find a creative solution to a strategic problem. With advertisers, he often integrates communication service and can also play the role of webmaster according to the organizations.
There are many profiles for fully successful career in programmatic marketing, and they are all change very quickly. Therefore, continuing education should be an essential component for any organization to keep up with technologies and knowledge in this area. The market is in turmoil, technologies change, consumer behaviour also changes, and it is more essential than ever to be aware of the importance of the digital revolution.