Ellen Scott, Marketing Manager of SMART Temps, LLC discussed how she was able to move from 0 to 60 in her programmatic campaign without having any former programmatic industry experience.
Scott is no stranger to taking the initiative. She built her career through ambitiously learning new skills – sometimes even outside of her traditional areas of expertise – to pursue unique opportunities.
Originally graduating from Ball State with a B.F.A. in Visual Communications in 2008, she worked through the ranks marrying her creative expertise with an unshakeable drive, learning coding, email marketing, app development and website design as she progressed.
Scott admits that she was by no means a programmatic guru at first – she knew she would have to learn as she went. However, she was determined to not let a lack of experience stop her from growing her business.
Cortland Fondon: Before running your campaign, how much knowledge did you have about programmatic advertising?
Ellen Scott: I had very little knowledge about programmatic advertising and how it worked.
Yet Scott did not let a lack of knowledge stop her – she took initiative – asking the right questions to the experts to make the process clear for her and her business.
Cortland Fondon: On a scale of 1-10 how confident are you in your knowledge of programmatic advertising now?
Ellen Scott: 8 – There are still some things behind the scenes with technical algorithms used that I can in no way explain. [However] once my programmatic platform gave me examples I could relate to, I started putting the pieces together.
Cortland Fondon: How have you implemented programmatic into your marketing strategy?
Ellen Scott: I’ve implemented this into my strategy by constantly re-evaluating our brand and thinking about how people are finding/seeing our brand.
Cortland Fondon: How has your programmatic campaign benefited you?
Ellen Scott: I feel like this has helped me target the specific audience I need and has helped me see a different view of our business that’s hard to break down just on Google Analytics by an average person with little knowledge of exactly how web traffic works. I think it has helped immensely because my programmatic partner is constantly working for me 24/7/365.
Cortland Fondon: Do you see your company investing more into programmatic ads in the future, like video, banners, or native ads?
Ellen Scott: Absolutely – because we are a small company and would not have the man power or money to constantly generate the attention we need to grow. This is a system that works for you, and allows you to have more time to devote to other marketing activities. With a small company, it is difficult to be consistent when you are wearing many more hats. This campaign has not taken much of my time but we have grown so much.
Cortland Fondon: Do you have any additional comments on your programmatic experience that you’d like to share?
Ellen Scott: So far, I’ve gotten along great with my programmatic partner. I have a genuine feeling they are looking out for me and my business to make the campaign successful. This confidence has given me the reassurance this campaign is going to be successful and improve our business.