What Marketers Need to Know About Cross Device Consumer Activity
Remember the day when you’d watch something on a television, get up to call someone on a landline, sit down at a computer to send an email, and lift your wrist to your face to check the time? Consumer activity – and rabid consumer consumption – has broken through all these one-purpose devices as it seems that nothing has just one use anymore. And if you’re going to master an effective digital marketing campaign, you have to be on top of these trends too. Cross device consumer activity is rising, not fading away.
Some ABCs from the FTC
In a white paper from the Federal Trade Commission, they explain that cross-device tracking is when marketers attempt to capture the entire pie of a target consumer’s activity on every available platform, including:
Elegance: Not Just for Champagne
Students at the Massachusetts Institute of Technology are schooled that to be successful as software engineers, they’re going to have to build apps that “elegantly adapt” to this wave of cross device marketing.
Digital marketing managers are well versed already in how to craft elegant marketing content, but it may not always appear to be relevant for that consumer, on that particular device, at that particular moment.
Well, here’s the thing. Elegant content is always relevant. It’s just how you apply it.
Your “elegant” content must support and be successful on all these devices. A one-inch viewing area on someone’s wrist and a 72″ screen locked to a bare wall need content that works together.
Suddenly, elegance has nothing to do with champagne and ball gowns, but what you say and how you say it.
The Way We Consume Has Changed
Think that cross platform consumer activity marketing is not for you? Think again. The University of Delaware is teaching marketing students that the entire way we consume has changed.
When was the last time you sat and watched TV… and sat and watched TV? Now there’s usually a second screen either in front of you, next to you, or close to you.
People watching TV with a phone nearby may grab it to:
- Look up a product they just saw on a commercial
- Seek out information on the actors or television show they’re watching
- Comment on something they saw via social media
- Scan news headlines, reviews, etc.
This trend is only growing, so why aren’t you targeting all of that potential in your marketing strategy?
Choose Your Mechanic Well
You probably already have some experience going under the hood, with marketing techniques such as AdWords, identifying KPIs, and more. But did you know that the UAB School of Business reports that your target consumers own three to five connected devices each?
If you were working on cars, that would be 3-5 completely and inherently different vehicles to master – transmissions, electronics, engines, interiors.
You’re an expert in your field, so it makes sense that you’d want to add an expert in cross device consumer activity to your team.
Sure, you can hire a fly-by-night company that’s sprung up to suit the latest trends, but what happens when those trends change and you need to adjust on the fly?
Ask your prospective marketing company how long they’ve been in business. How long their clients have been with them.
See how they work too. Remember when everyone thought web link circles and referral blasting, paid comments on blogs, etc were the way to go?
Cringe. We do, too. And we didn’t like it then, we don’t do it now. Your marketing partner should know that those were pitfalls and have solid operating processes that don’t rely on blindsiding a consumer for business.
Have you ever tried to seek out a brand only to find out it has no website, or a very poorly designed one, or looked something up on social media to find no presence?
Don’t let that happen to you.
Consumers are so conditioned to expect only great things from their mobile activity. They need to find you on their phone, their computer, their watch, and your presence must stand up in every way.
Cross Device Could be Key to Your ROI
If lost potential, revenue, subscribers, or followers is making you worried, we can help.
Let experts help you get a handle on the multi-screen usage windfall that may be the best possible strategy for your company.