Social media has become a core part of most marketing plans. It’s familiar and it offers businesses a direct line to their followers. But when it’s the only thing in the mix, it leaves some big gaps.
Whether you’re running paid campaigns or building an organic presence, platforms like Facebook, Instagram, and LinkedIn can only take you so far. Algorithms limit how many people see your content, and even with a paid boost, you’re still confined. To build a plan that’s scalable and moves the needle, businesses need to think bigger. That’s where programmatic display, programmatic email, and CTV come in.
Let’s say you’re trying to grow your brand beyond your immediate circle. Organic posts won’t get you there. Reach is shrinking, I’ve posted on Facebook and reached only 900 people and that is with over 27,000 followers. Unless someone happens to catch your content in a crowded feed, it’s easy to get missed. Even paid social ads can be limiting.
Programmatic display advertising offers a way to either support or replace those efforts. Instead of waiting for someone to scroll past your post, put your brand in front of people wherever they’re spending time online, whether that’s on news sites, blogs, or apps. This gives you more reach outside of one eco system. You can zero in on location, job title, interests, and household income, giving you more control and flexibility.
And while social posts come and go, email sticks. Programmatic email doesn’t rely on your in-house list. It lets you reach new, opted-in contacts that match your ideal customer profile. You’re not hoping someone opens your newsletter; you’re placing your message directly into qualified inboxes with targeting that goes far beyond.
Then there’s CTV. More people are streaming than ever before. That means you can get your message in front of them on premium platforms like Hulu, Roku, or Amazon Fire. These aren’t the old TV buys. CTV allows you to target specific ZIP codes, demographics, and behaviors, while delivering non-skippable, brand-safe video ads that are measurable. It’s like running a TV commercial, but smarter.
What all of these tactics have in common is that they help you reach people before they’re actively searching. They introduce your brand to new audiences (or remind old ones) and keep you visible beyond your own social feed. Blending tactics can help follow people through the entire customer journey.
No doubt the impact that social, both paid and organic, can have on your business, but it shouldn’t be the only thing you rely on. If you want to scale up and reach people in different stages of the funnel it’s best to support it with other tactics to make sure your message sticks. That’s where real growth can happen.
Let’s talk about how programmatic can help get your brand in front of the right people. Contact us to get started.