Well, let\u2019s compare it to buying a pair of shoes. You can go cheap, but you know those shoes aren\u2019t going to last long. If you only need them for a special event, well, they\u2019ll do in a pinch. Or you can pay more to get higher quality \u2014 a shoe that will serve you well season after season. But sometimes you wonder how much you\u2019re paying simply for a brand name or a trendy style. Are you really getting a bang for your buck?<\/p>\n
Premium Price for Premium Results <\/strong><\/p>\n It\u2019s fair to ask that question when trying to allocate your marketing budget. But when you pay for premium marketing services, you\u2019re not wasting money on a brand name. You\u2019re not paying for status. And as you develop your campaign, you\u2019re also not hoping to just achieve a short-term bump to get through next month. You\u2019re trying to drive needle-moving impact and long-term, sustainable growth. Premium services increase your ability to achieve these goals.<\/p>\n Your company needs an integrated approach with highly targeted strategies that enable you to reach the right audience in the right place at the right time. And that approach takes time and resources to develop. True, this approach will cost more, but you\u2019ll get the results you want. Go cheap and you end up going home empty-handed.<\/p>\n Get What You Pay For<\/strong><\/p>\n That said, smart agri-marketers should assess what they\u2019re getting from a provider\u2019s premium services. Are the services more precise and solution-driven? Do they generate results? Are they rooted in ag industry expertise and a keen awareness of your audience? Do you have a variety of strategic and tactical options available to you? At Farm Journal, for example, we offer a range of programmatic options, such as:<\/p>\n If your provider is charging you for premium services, you have a right expect these options, which provide a measurable return on investment.<\/p>\n The High Cost of Low Cost<\/strong><\/p>\n Of course, you can take an economical approach to your campaign to lower your costs, but you also lower your odds of success, and you\u2019re unlikely to receive the services listed above. Using look-alike modeling and third-party data might be priced at a lower CPM but will result in wasted impressions and not a good reach of your desired audience. \u00a0First-party data enables you to target your ideal customers.<\/p>\n On programmatic ad auctions, where you set a dollar amount for your bids in a demand-side platform (DSP), you can set a low bid price to save money. However, it\u2019s much harder to win your customized ad space in the auction with a low bid. Therefore, you can\u2019t target your audience as precisely. You surrender brand safety and a relevant ad environment. Your ad will be seen, instead, by a lot of viewers who don\u2019t care much because it\u2019s irrelevant to them. Meanwhile, you\u2019re not reaching the people you want to reach.<\/p>\n To achieve your campaign objectives, you need a dedicated team of professionals who understand your goals \u2014 a team that provides you with custom reports and strategic guidance so you can reach those goals. You want a team committed to your success, not one offering a bargain-bin, transactional approach. The latter might be less expensive, but just know that your campaign \u2014 just like those cheap shoes after a few walks on rainy days \u2014 won\u2019t make you happy.<\/p>\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" Well, let\u2019s compare it to buying a pair of shoes. You can go cheap, but you know those shoes aren\u2019t going to last long. If you only need them for a special event, well, they\u2019ll do in a pinch. Or you can pay more to get higher quality \u2014 a shoe that will serve you […]<\/p>\n","protected":false},"author":1,"featured_media":14203,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[160],"tags":[],"post-author":[],"class_list":["post-1808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatic"],"yoast_head":"\n\n