In the past several weeks, I’ve heard that exact quote from several different sources. It’s usually followed by the line, “It’s a tactic.” I agree with the
first statement. Sometimes I agree with the second statement.
To me, programmatic is just a process. And it can be used strategically or tactically. Often though, it is used
unstrategically and tactlessly. But it has nothing to do with the process. It has everything to do with how people use it.
The reason I’m blogging about this today, is because
I’ve been seeing a burgeoning backlash to “programmatic” and the “it’s not a strategy” knock is part of it. It shows me that people are trying to distance
themselves from programmatic processes, because they either don’t like them or don’t understand them. Or more likely, don’t understand how to use them in a way that will create value
for what they’re doing.
That’s a shame, because programmatic processes are like any other tool in a brand’s or agency’s chest. To imply it has little, or
low-level value, well, it’s really a questions of how you use the tool.
On the flip side, programmatic processes are not a panacea. They should not be used as a
“set-and-run” approach to marketing. Personally, I think the best uses of it are when they help people do what people couldn’t otherwise do without them.
I gave an
example -- a small, low-level one -- that MediaPost is beginning to leverage in the “What’s The Frequency, Kenneth” post the other day. It’s a good one, because it’s easy
to understand the role a programmatic process, and the data it is processing, informs and helps people to do something better. Something we might not otherwise be able to do without it. In this case,
limit the number of times our readers might see a piece of MediaPost content.
Like a lot of programmatic processes, I think they should be tried, tested, and refined based on their
results. Sometimes they should even be abandoned because the results are low, or leading the user down the wrong path.
As to whether they are tactical or strategic paths, is totally
up to how people use them.
I will tell you, we are developing at least one very strategic use of programmatic processing and data, and if we ever get to turn it on, I think it will
change trade journalism forever. Because it will enable us to tell you something we couldn’t have told you about without it.
Stay tuned. We are working on that process.