MERCADEO Versión en español
Tom Koletas of Madison Logic: 2016 will be a great year for B-to-B and for understanding the benefits of programmatic
30 de noviembre de 2015
Koletas: Cada vez hay mayor disponibilidad de data B-to-B de calidad
For Tom Koletas, VP Global Media at Madison Logic, data-driven technology and programmatic have been transforming brand advertising over the last five years. But it’s only in 2015 that B-to-B marketers have really been able to share the glory. “The widening availability of quality B-to-B data means that business marketers now have the opportunity to target and optimize campaigns with incredible precision and efficiency” he said. He predicts that 2016 will be a big year for B-to-B regarding to digital. “We’re excited to see more B-to-B marketers exploring deeply into digital and starting to understand the benefits of programmatic for their organizations”. He believes that over the next year, data will completely transform the way B-to-B marketers approach digital. Regarding this, he expects to see some trends, like account-based marketing (ABM). “Programmatic enables marketers to target prospects at scale with display advertising”. Another trend, he said, will be lead scoring that enables tracking offsite behavior and that 2016 will be a transition year for in-house B-to-B programmatic. “There are a lot of larger B-to-B marketers who are in the process of building their own in-house stack, stringing together their CRM systems and automation platforms to build their own data management platforms to drive their programmatic campaigns”.
