Did you know more than 70% of digital users access internet using multiple devices? Of course, this poses a new challenge to marketers and more than 84% of marketers feel that an important cross device marketing strategy is essential for success of their online business.
Marketers aiming to connect with all types of consumers across various devices are struggling to understand how different digital touch points are linked. This is especially tough since consumers typically use devices for different purposes. So, here are three tips for marketers to enhance their efforts, considering that consumers are using multiple devices.
1. Develop consumer-centric marketing strategies
The marketer’s job is to discover the best ways to connect with and engage their customers. The first step is to learn how consumers move from one device to another. What content are they viewing on each device? When do they access it? The aim is to gather as much accurate information as possible about their behaviors. Once the marketer understands these insights, companies can then create marketing strategies that fit each platform.
2. Create integrated and consistent experience for customers
Due to the fact that consumers use multiple devices to interact with brands, it follows that marketers should design content that provides consistent experience and one that is complementary across various devices. For instance, your website should be mobile friendly so that consumers can also access it from their smartphones and tablets. Even if you are still getting the bulk of your traffic from desktops, mobile consumption is rising tremendously.
3. Know your customers and objectives
According to Adweek, marketers should learn to create and test their marketing strategies to ensure they meet cross-device marketing goals. Remember cross-device is a strategy whose goal is to reach the same user on multiple devices; therefore, it is important to know your audience beforehand. Using as many data-sets as possible, define your desired cross-channel audiences. You can do this using both probabilistic and deterministic audience data.
It is worth noting that cross-device success goes beyond merely serving ads across devices. It is more about tracking as well as measuring your audience actions and behaviors across multiple devices. According to one study, marketers who advertise on multiple devices experience 20% better performance than those who only target one channel.