How AdTech is preventing its own adoption (Part 1)

How AdTech is preventing its own adoption (Part 1)

By: Samantha Bammes

Apps. Micro-Sites. Websites. E-commerce. Games. Wearables.

We are brilliant at uncovering habit-forming technology patterns, finding internal triggers and placing new products in front of new users. We are breaking down, evaluating and optimizing the user on-boarding process as we A/B test our way through button color and headlines. We study the flow of absolutely everything a human does as they interact with products in the digital space. We know that the level of successful early adoption and early retention of any new product or program depends on getting those first users hooked.

The ones who are doing early adoption right and are seeing success in rolling out new ideas can be used as an example to the AdTech community and programmatic providers (sell-side and publisher).

First to market vs. strategic rollout 

In order to be successful in long-term growth, adoption, new user/customer acquisition and retention, we must have a strategic rollout to help newbies connect the dots on how to use it – whether it is a product, service, idea or campaign.

The advertising community should borrow these principles from their buddies over in the technology community and apply them towards programmatic marketing – an incredibly complex and powerful tactic that is more than “the automation of buying and selling digital media”. Programmatic technology, capabilities and explanation to the B2B/nonprofit world must be treated with the same deliberate rollout plans that you see with new complex Web applications that are being brought to market. If not, then we get 10 years into the technology, and they still won’t understand why they should even be online. Or better – they don’t believe their ideal customer/dream client is online.

If we, as the marketing professionals community, don’t back up and help these business owners understand what they are capable of, we are going to spin our wheels on “Why Digital?” for the next 10 years.

Leading intent-based marketing

The leaders in B2B buyer behavior marketing need to acknowledge how critical this learning process is for advertisers. More importantly, how important this nurturing opportunity is. Marketers today have more automation tools, vendor options and empty partnership promises to wade through than ever before.

As experts in how business buyers progress through the funnel – in all verticals across all industries, we must empathize and understand this uncomfortable process for those decisions makers – CEO’s, COO’s, CMO’s, Executive Assistants and even Marketing Coordinators. Moving a brand new potential buyer or loyal competitor brand advocate from major pain point and business problem through research (comparative and direct) to consultation, purchase and renewal is really hard.

The conversation needs to shift into how they can revise campaign planning around business initiatives and away from the technology of media buying algorithmically. They didn’t care how their ad was purchased before programmatic, and they still don’t.

lVMvl_z3_400x400Samantha Bammes (@samcole_digital) is a B2B Behavioral Marketing Specialist leading New Business Accounts at MultiView, the largest B2B digital publisher in the world, headquartered in Dallas, Texas. She specializes in collaborating with other agencies, including search, content and creative firms, B2B Startups/VC Firms, and any business who thinks their prospects aren’t online. She loves to debate and demystify all that is digital advertising – and break it down for real humans. She sometimes hits Publish, but always uses the Oxford comma.

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