What is “Dynamic Marketing”?
At Tumri we believe that today’s complex online display advertising ecosystem – which includes publishers, advertisers, agencies, ad servers, ad networks, ad exchanges, data providers and decision support platforms – is quickly transforming itself into an industry that can deliver a new form of always-on, real time advertising capability that we like to call, Dynamic Marketing.
Dynamic Marketing is a “real time” form of interactive marketing that functions a lot like search marketing (personalized, precision targeted, intent-based, with advanced analytics), but is deployed at the much broader reach of display media. Dynamic Marketing is different than traditional display advertising and search marketing in several fundamental ways:
- it integrates & optimizes the three essential elements of every online marketing engagement – the audience (media), the message (creative) and the post-click response (landing pages, etc.) – as a single event, in real time.
- it reaches consumers at all stages of marketing preference/attribution (broader than search)
- it delivers messages and offers to consumers in a wide variety of creative & interactive formats (video, flash, shopping carts, circulars, coupons, apps, etc.)
- it executes campaigns across multiple channels (web, mobile, social networks, DOOH, et al), using a common attribution model (marketing funnel)
- it provides a constant stream of richer, deeper and more actionable insight than can be obtained using first-generation display ad technologies
Why does this matter?
Implemented correctly, we believe Dynamic Marketing benefits marketers in several important ways:
- it makes advertising much more relevant and useful to consumers in all channels
- it allows search marketing and display advertising to be combined into single campaigns, and thus used more effectively
- it reduces the cost and time it takes to execute highly personalized online marketing campaigns at scale
- it may eventually improve return on advertising spend (ROAS) well beyond display ad budgets, by providing real time insights that can be used to adjust messaging in offline channels like television and digital out of home.
What is Tumri’s Role?
We are one of several platform providers working on bringing this vision into reality. From what we can see, the movement to Dynamic Marketing has begun. Using our automated Dynamic Marketing solutions, Tumri clients are getting accustomed to constantly testing new creative concepts, channels, formats and offers on an ongoing basis. Essentially, our clients are building permanent & continuous feedback loops with their target audiences though display media (and learning from them).
We don’t claim to offer everything discussed above. No one does. But we are working on it.
Work With Us
If you or your organization would like to join Tumri in building out the next generation of online marketing capabilities, contact us today.