25 October 2016
Written by Rowin Meijerink
On Tuesday, October 11th SparkOptimus hosted a Programmatic Marketing event at our office in Amsterdam in collaboration with Google, with CEOs and CMOs participating from, e.g., telecom, media and travel companies.
The meeting kick-off was given by Felix van der Sommen (SparkOptimus), who gave an overview of the current digital trends in retail. He explained that the focus of companies should be on fulfilling the consumer needs in order to be successful. One essential element is to have a 1-on-1 personalized approach to reach the consumer, which can be driven by programmatic marketing. This marketing approach requires the effective use of technology and public signals to reach consumers at the right time and place with the right message.
The latest developments in this new field were presented by Gijs van Eysden (Google), who focused on cross device reach reporting, bid optimization, and targeting. This was followed by a workshop led by Tobias Goedbloed (Google).
The participants were divided in two groups for this occasion. In a number of steps with break-outs and joint discussions, a marketing plan for the launch of a fictitious product was written. The afternoon was concluded by Jur Gaarlandt (SparkOptimus), who discussed the consequences for the organizational structure when implementing programmatic marketing.
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