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Panasonic’s marketing director on how programmatic has transformed its brand

on Jul 31, 2015 | 0 comments

By Thomas Hobbs

Its European marketing director for B2B Stephen Yeo says the process to consolidate all its databases into one CRM system, via programmatic solution Marketo back in April 2013, has been “liberating” and that, as a result, a third of the brand’s new business sales leads are coming from marketing campaigns alone.

Programmatic’s total share of online advertising in the UK has risen from 28% in 2013 to 45% in 2014 according to the Internet Advertising Bureau (IAB) and will soar to 80% in three years’ time.

And Yeo told Marketing Week that he believes programmatic will “rightfully” become the future of Read full story ›

Source: Marketing Week