Can Data-driven Marketing overlap with Content Marketing?

Can Data-driven Marketing overlap with Content Marketing?

On the one hand, you have content marketing, which involves creating and dispersing publishing and media content to find and retain new customers. On the other hand, there is data-driven marketing, which refers to marketing technologies like programmatic buying and real-time bidding. It involves using automated ad-buying engines that yield huge amounts of data and using this data to optimise audience targeting.

Whether you’re opening up to data-driven marketing techniques, or still focussed on building out your content strategy, advertising works best when it is seamlessly incorporated into the customer’s online experience. Many of you may already be familiar with data-driven marketing techniques like programmatic buying and the like, and perhaps even more of you will have heard of or used native advertising in your marketing strategies. These two approaches are distinct but not necessarily mutually exclusive. Both enable advertisers to craft highly engaging ad experiences that are uniquely targeted, the only notable difference being that one uses data while the other camouflages amongst high-value, related editorial content.

Whichever approach you use to achieve your marketing goals, the aim of the game doesn’t change: reach your audiences in a meaningful and engaging way to build brand awareness and ultimately boost sales. The more engaging the ad experience, the more likely you are to reach your marketing targets. So how can all of this be scaled to grow your audience and expand your market? Interestingly, around 75 per cent of publishers will promote an advertiser’s content in a native context. Despite this, marketers are still more inclined to target audiences through data-driven marketing measures like real-time bidding (RTB), even when the sites on which their ads are served are not necessarily ideal for that particular market. So instead of  buying premium inventory from publishing sites where their audiences are meant to be, they let the data speak for itself.

Why are Native Ads valuable?

Native advertising can be hugely effective, and is typically done in one of the following ways:

  • Custom-made ads – These require customised fields or units on the publisher’s site; and
  • Integrated ads – These ads are usually skilfully integrated into the publisher’s social media, or other verticals that already exist on a publisher’s site.

Data-driven marketing: RTB and Programmatic

On the flipside, you have RTB and programmatic buying, which allows advertisers to reach huge audience and broaden their overall reach and ad-scale. It uses data to reach wider audience segments and then optimises or retargets based on the results and analysis of that data. It is therefore far more challenging to tailor the ad experience using data-driven marketing, since it usually only allows you to know which audience segments (based on attributes your audience share) are being targeted and not where the individuals within that audience are viewing the ad. This is because advertisers often buy their media through ad exchanges, which makes it almost impossible to serve ads that are custom-made, based on the specific sites on which they’re being served. 

How to mesh data-driven marketing with Native Ads

Programmatic advertising that integrates techniques from native advertising is always hard to execute, since it calls for unique creative for each unique opportunity. For native and data-driven marketing to truly work hand in hand, there needs to be a balance between scalability and customization, which is a delicate balance at the best of times.

In practical terms, if your business has a massive audience, you can get this balance between data-driven marketing techniques and content marketing customisation by simply serving to a broader audience base. Otherwise, you might have to create a standardised ad unit that seamlessly integrates on multiple publishers’ sites to achieve scalability.

The normal overlap between native advertising and data-driven marketing is via programmatic premium. Programmatic premium brings together native advertising and data-driven marketing solutions. It’s where advertisers and publishers come together to create high-value content that appears native to the site on which it appears, and is served to the most relevant audiences at scale.

In today’s rapidly evolving media-buying climate, publishers yet to integrate data-driven marketing into their inventory are well and truly behind the eight-ball, with some of the major publishers, such as Washington Post, now taking their data-driven marketing efforts in-house.

The current trend shows data-driven marketing is on the rise, which will see the advent of new technologies that bring together the organic appeal of native ads and the sheer volume and scale that programmatic offers.

Next steps

You need to make sure there is room in your budget to incorporate content and data-driven marketing practices. Whatever approach you go with, data and content deserve equal attention and should be coupled wherever possible. If you want more information about the data-driven marketing tactics that Benchmarketing can provide, get in touch today on 1300 049 498. Our ad-buying specialists are keen to help you get you digital strategy up to scratch!

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.