什么是Programmatic Marketing?

什么是Programmatic Marketing?

最近看到Programmatic Marketing的描述越来越多，但说的不清不楚的，字面上也很难理解，找了几篇英文文档看了一下，总结自己的理解如下：

Programmatic Marketing是跟踪一个用户从笔记本到智能机、平板之间切换、不同站点之间切换的访问行为，将用户的当前访问行为包括历史访问行为作为“营销函数”的输入参数，在“营销函数”中根据不同的入参决定要展示的内容（广告等等）。程序员可能比较容易理解，就是把广告投放的决策过程，通过“编程”自动实现。

下面这篇文章，边看边翻译的，可能帮助大家理解.

http://digiday.com/platforms/why-programmatic-marketing-is-the-future/

Media fragmentation and the explosion of personalized media are cropping up so rapidly that it’s almost impossible for digital marketers to keep up. The rapid rise of Pinterest and Flipboard are just two examples of how quickly the digital landscape can shift.

媒体碎片化和自媒体的兴起如此的迅速，以至于数字营销人员几乎很难跟上它们的发展。Pinterest和Flipboard的迅速增长就是一个数字风景迅速变化的例子。

Marketers are increasingly relying on mountains of data and talented programmers who can customize the delivery of relevant messages. Programmatic marketing, as the practice of delivering these targeted messages is now called, is still relatively new. But it’s also clearly the future of digital marketing, and brands that fail to catch on now will be left behind.

市场营销人员越来越依赖海量数据和天才程序员，这些程序员能定制相关信息的投送。Programmatic marketing，对这种定向的（针对性的）信息的投放实践被称为programatic marketing，仍然是一个新鲜事物。但是很明显是数据营销的未来，目前未抓住机会的品牌后续将越来越落后。

Digital marketers now also have to find ways to reach consumers across multiple different channels and devices. Tracking a user from laptop to smartphone to tablet and adjusting messaging accordingly can be a significant technological challenge, which may be why so many brands haven’t yet found a solution.

数字营销人员现在需要找出到达顾客的多个不同的渠道和设备。跟踪一个用户从笔记本到智能机、平板之间切换的访问，并且相应的调整投递的消息是一个相对有意义的技术挑战，这也许就是为什么许多品牌到现在还没有找到解决方案的原因。

It’s also created an incredible opportunity to target consumers more precisely than ever before. If the old days of reaching a mass audience on TV are over, so are the old days of having no real sense of who all those people are. Because marketers now have so much data on users — from the pages they visit, to the items they search for, to the devices they’re using, to the social graphs they share with – they can target messages more precisely than ever before.

这同样创造了一个不敢相信的机会，比以往更精准的定向用户。那种通过电视到达大量用户的老日子一去不复返了.同样的,不知道这些用户是谁就能营销的时代已经过去了。因为营销人员现在拥有如此多的用户数据-从用户访问的页面到他们搜索的条目，再到他们使用的设备，分享的社交图谱。营销人员能比以前更精准的定向投放信息。

To take a simple example of a practice known as site retargeting: If you look at an H&M oxford shirt and then surf around to other sites, you might well encounter a display ad for the very shirt you just looked at. Search retargeting is another increasingly popular technique. Whereas site retargeting is designed to increase revenue from someone who has already visited your site, search retargeting makes it possible to find new customers based on their search history. Someone who searches for “oxford shirts” on Google might then surf to another site and discover display ads for H&M oxfords — despite never having visited H&M’s own site.

举一个简单的关于站点重定向的例子：如果你浏览了H&M 牛津布T恤，然后又访问了另外一个站点，你很可能看到迎面而来的是一个你刚刚看过的T恤的广告展示。搜索重定向是另外一个越来越流行的技术。然而站点重定向是设计用来增加曾经访问过你的站点的用户收益的。（根据用户曾经的浏览信息，优化用户的访问体验，或者给出别样的优惠折扣，增加成交率）。搜索重定向使得新用户的访问体验也能得到优化（基于该用户的历史搜索）。如果一个人在Google上搜索“oxford shirts”，那么他再浏览其它网站时，可能会发现关于H&M 牛津布T恤的广告，尽管他还没有访问 H&M’s 的官方网站。

If precise targeting of this kind is a fundamental part of programmatic buying, it’s not the only part. The other half of the equation involves delivering these targeted ads in real-time. Real-time bidding on display ads enables buyers to choose how much they’re willing to pay to reach their targets and then to reach them instantly — that is, if they’ve got the winning bid.

如果这种精确定向是programmatic buying的一个基础部分的话，这当然不是唯一的部分。

另外一半就包括实时的投放这些定向广告。实时竞价广告展示 使得广告主选择愿意出多少钱来到达他们的目标用户并且立即的到达他们（前提是赢得了这次竞价）。

Consider that H&M oxford that you keep seeing across the Internet as you browse. After seeing those display ads on ESPN, you might check Facebook, where an ad reveals that dozens of your friends are H&M fans. Then you might head over to The New York Times where you encounter yet another ad for the oxford, this time with an offer of a 10 percent discount. Your confidence in the purchase is strengthened at each step. This cycle, repeated over and over, delivers a better ROI for the marketer and higher CPMs for the publisher. Everyone wins.

设想一下，你在浏览Internet网络时总是看到H&M 牛津布。当你在ESPN看到这些广告后，你也许会检查一下Facebook有没有新的消息，Facebook会提示你，你的十多个好友都是H&M的粉丝。然后你也许会去纽约时报网站看看新闻，在那儿你又会遇到一个H&M 牛津布T恤的广告，不过这次是10%的折扣。你购买的欲望在每一步都被加强了。这是一个循环，重复再重复。市场营销人员达到一个更好的ROI，展示商得到了更好的CPM,多赢的局面。

The success of programmatic buying raises an obvious question for digital marketers: Why should all of these great technological advances be limited to display advertising? After all, anytime marketers are delivering content, they can benefit from the same automated targeting that makes it possible to guide users through the buying process with personal and relevant information.

programmatic buying的成功给数字营销人员带来一个显而易见的问题：为什么这么巨大的技术进步被限制在广告展示上？毕竟，每一次，市场营销人员都是在投放内容，他们能够从同一个自动化定向技术中获益，这种自动化定向技术使得监控用户的整个购买过程中的个人的和相关的信息成为可能。

Not surprisingly, programmatic marketing is quickly expanding beyond display advertising. Never mind the one-size-fits-all newsletter. Tech-savvy marketers are now serving hyper-targeted offers through email. For example, if you’re in e-commerce and you know an email subscribers just looked at your product page, you want the next email that user receives to highlight that product — and you want that email to arrive sooner rather than later. Meanwhile, if someone on your list has just read an online review of your product, you want to make sure you’re a part of the conversation by instantly sending that user accurate product info.

毫无疑问的，programmatic marketing 快速扩张到广告展示之外的领域。Never mind the one-size-fits-all newsletter. 有技术头脑的市场营销人员现在通过邮件提供“超定向”offer，比如说，如果你从事电子商务并且你知道邮件订阅者刚刚浏览过你的产品介绍，你希望该用户收到的下一封邮件中对该产品进行高亮显示，并且你希望那封邮件尽可能快的送到。同时，如果有人刚刚读了一个关于你的产品的线上的评论，你通过立即送给哪个用户准确的产品信息，帮助你发起后续的交流。

All these automated messages going out to be customized for different channels. Today’s shoppers are carrying smartphones, meaning there’s a huge opportunity for point-of-sale offers and coupons. Some shoppers are now even using their phones to access discounts based on the aisle they’re in. But an offer made at the point of sale might need to be very different from an offer made when someone is browsing from their desktop at work. And the offer might be most effective if it’s customized again for evening shopping on a tablet at home. And if that’s not already making your head hurt, keep in mind that the broader messaging needs to remain consistent even as the offers change.

所有这些自动的消息被为了不同的渠道而定制。今天的购物者都带着智能机，这意味着有大量的机会进行销售现场的offer和优惠劵。一些购物者甚至在商店的过道旁使用手机去获取该商店的折扣，然后消费。但是销售现场提出的Offer和当一个人在工作时间内浏览网页时提供的Offer是很不相同的。如果一个offer被定制为居家时的晚间购物，将更有效率。如果这些还没有让你的头疼的话，记录更广阔的消息需要保持一致，即时Offer不停变化。

It might all sound a little daunting. But we also know that the rewards of programmatic marketing – increased performance and lower costs – can be huge.

这也许听起来有点令人却步，但我们知道programmatic marketing的回报是巨大的，小了更高，成本更低。

Ben Plomion is director of marketing and partnerships at Chango, a search-retargeting company.