With the average consumer now using just over three different devices to access the web, cross-device capabilities are critical to the success of today’s digital campaigns. But while many marketers are aware of “what works” in cross-device, something is often lost between conception and execution of cross-device campaigns. In the rush to get programs up and running on “Internet Time,” cross-device efforts frequently fall short of best practices. Keep the following strategies in mind as you architect your next cross-device campaign.
First, don’t think in screen silos and don’t think about cross-device solely in context of media delivery. To truly succeed in cross-device, your approach must be all-encompassing. This means that data, delivery, and insights gathering must all be considered when you are devising your cross-device strategy.
- Cross-Device Data: According to comScore, consumers now spend 60% of their online time on mobile devices. And consumer behavior can vary greatly from device to device. As such, to attain a 360 degree view of a consumer, you must incorporate unique learnings from all of a consumer’s interactions, across screens. These learnings collectively create a richer consumer profile that will significantly improve targeting capabilities, for both multi- and even single-device programs.
- Cross-Device Delivery: Leverage the best media in order to reach, connect and convert as the consumer migrates from device to device throughout the day. Right screen. Right place. Right time. Right message.
- Cross-Device Measurement: Every consumer action, regardless of the device it occurs on, sheds some light on the motivations and inclinations of that user. Leverage the individual and interconnected value of these insights to help shed light on the role each channel plays in a given user’s decisions.
Second, identify an app strategy. Four out of five mobile interactions take place in apps versus on the mobile web. With so much time being spent in-app, stakeholders must find ways to navigate the gaps in reporting and optimization that in-app engagement presents. It’s harder to measure marketing activity in apps, but no longer impossible. Luckily, new solutions now exist to bridge these gaps. These solutions are the key to unlocking the value of a consumer’s in-app activity. The resulting insights can be used to eliminate waste while driving greater optimization and scale.
Finally, consider the individual strengths of each type of device when developing and implementing your creative. To connect with consumers as they migrate between devices, you must make sure to deliver media that is optimized for whatever device it is being viewed on. Your strategy and execution should reflect a recognition of each device’s individual strengths:
- Smartphone Viewers should be engaged with messages that keep their out-and-about nature in mind. Examples: Motivate and facilitate action using store finders and discount offers.
- Tablet Users can be thoroughly engaged with attractive product visuals and other rich media experiences.
- PC Browsers have the easiest time entering data, so use these contacts to quickly link consumers to online purchase options.
There is no question that cross-device presents a wealth of opportunities for marketers and their brands. Take the time to identify these opportunities while devising your cross-device programs so that you may take full advantage of them.