“Programmatic Advertising – The use of software to purchase digital advertising in lieu of  manual insertion orders.”

Plain and simple, programmatic advertising is nothing more than the process of using software to purchase digital advertising on various platforms and or sites instead of letting humans negotiate rates and place insertion orders.  The main reason that this “matters” is as a result of the increased speed and efficiency that it brings and the elimination of menial tasks that we’ve had to deal with in the past like sending insertion orders in to publishers etc.  That doesn’t mean that the machines are taking over.  It still takes a marketer with a keen vision to architect a successful strategy, put the pieces together, and optimize campaigns.

Ironically, the benefit here is also the danger.  Think of it in terms of a hammer and nail versus a nail gun.  As inefficient as the use of a hammer and nail are, they force the absolute deliberate placement of each nail because of the effort required.  The manual placement process was fairly similar.  It required a certain deliberate intent, review, and confirmation.  The effortlessness of a single mouse click that automates purchases, much like the nail gun analogy, creates a process that if left unchecked could cost clients money.

In the end everything moves forward at the rate that the market dictates, and no doubt that this year we will hear about more success stories like Red Roof Inn’s programmatic buying of ads in airports when flights were cancelled that increased booking rates by 60%, but we will also hear stories like Gary Vaynerchuk never buying a Samsung product again because their ads kept blocking the screen on his mobile phone when he refreshed a page while waiting for an update.  After all, a tool is only as good as the person that uses it.

Trade shows and conferences are by design the epicenter for all shiny things: cloud based platforms, hardware innovations, mobile applications and more — all promising to improve every aspect of a business, from communications to cash flow.

Today, business and technology move forward together faster than ever before. The challenge to us as executives, business owners and leaders is that we must constantly and consistently keep up to date with the latest breakthroughs and trends so that we can lead our business effectively.

However, the challenge doesn’t end there. We also need to choose the right solution. All new ideas are not necessarily good ideas, and we need to be careful not to let the “shiny object syndrome” direct our decisions. As leaders, it is our responsibility to guide our organization along a road map to success, and to choose the products or services that are the right fit. However, much like traditional Randall McNally maps, success can lie at the end of one of multiple paths, and this is when we must proceed with caution.

The challenge lies in ensuring we lead others to success by choosing the most efficient path. When a new and exciting idea captures our attention and imagination, we shouldn’t be led off on a tangent that could distract us from our objectives. Before choosing a new tool or service to solve an old problem, it pays to be sure that the problem actually exists and that the new tool or service will solve the problem efficiently.

When Tactics Can Threaten Strategy

The key to choosing the right path is to recognize the difference between strategy and tactic. If a strategy is the “what,” then a tactic is the “how.” The problem with many shiny new things, or tactics, is that they are not long-term solutions. It’s important to be competitive when defining a strategy, but it’s just as important to choose the right tactics that will align and drive the strategy rather than hinder its progress by diluting your efforts.

We are possibly most at risk of SOS when we have hit a crossroad or roadblock in our strategy. When the tactics we are using to execute our strategy are not producing expected or optimum results, the temptation can be strong to change course completely.

Frustration, stress, and the onslaught of shiny new objects can make us vulnerable and unsure of what to do next. Did we make the right decision? Should we look at another idea? Should we sign up for the new product we just saw at a booth, or the email in our inbox? Instead of making hasty and risky decisions, we should take a breath, weigh all options, and ask ourselves how this tactic will help us execute our strategy.

Choosing the Right Path Without SOS Distractions

We shouldn’t just make sure we choose the best solution to achieve our strategic objectives, but also avoid jumping on every new and exciting new tool or product that is released. We must to explore our options, but we must do so in such a way that exploration is productive, focused and not a distraction from what we are already doing.

By focusing on one thing at a time, it is easier to define what works and to tweak or discard what doesn’t. By setting goals, planning our day and removing distractions, we can pick winning solutions without threatening progress or wasting money.