Why mobile marketing strategies must focus on cross-device behavior ?

Isn’t it a surprise that the majority of digital media is consumed on mobile devices, yet less than 10.8% of media dollars flow towards mobile advertising? With the changing and developing technology and marketing techniques, various brands and retailers must invest in different and unique mobile marketing strategies. Essentially, understanding the behavior, needs and standards of consumers and then trying to communicate with them in the language that they use, at the time that they are most inclined to communicate and engage should be the essential components of Strategy. The campaign objective and goals should then drive the rest of the strategic inputs. However, one needs to stop looking at each device on its own and start understanding that Multi-device behavior is the new trend in current times.

Q4 2015 Report

The reports of Q4 2015 State of Mobile Commerce Report from Criteo showed that in the last quarter of 2015 mobile transactions grew by 15% in the year before and made up 30% of all ecommerce transactions. Criteo gives insights into the mobile commerce statistics and online shopping on a quarterly basis and has observed that 4(four) in 10(ten) purchases were done on multiple devices and hence concluding that the diverse consumers are not only purchasing on mobiles or on android phones but a big chunk of them are purchasing on numerous other devices like laptops, tabs etc. The first stage of awareness development may happen on any device and after continuing with the interest, the consumer may hop across devices at different times to finally go for the purchase on the most practical device at that time.

Hence, the mobile marketers need to pay attention to cross-device marketing. Cross-device may seem intimidating to the uninitiated for the reasons explored .So, firstly let us understand as to what the term “cross-device” reveals to us and what it is really about and how it works. Effective cross-device marketing and measurement hinges on the ability to track and target the same consumer as that person moves across multiple devices

cross behaving

Cross-device tracking has the potential to present device-specific consumer behaviors, which can give marketers more and clear insights to work with when devising their cross-device digital marketing strategies. Not only this, it also facilitates more effective sequential messaging, cross-device targeting, and universal ad frequency capping. The growth of mobile Commerce is further increasing the need for more personalized brand experiences from consumers. Digital marketers can no longer look at device use alone to identify and convert consumers into buyers. Nowadays, consumers diversely use multiple devices like laptops, tablets and smartphones etc. in all stages of their shopping journey. The marketers need to understand the consumer needs and behavior and thereby enable effective and deeper engagement through the cross-device journey.

Finally, to succeed, it is absolutely necessary for marketers and brands to understand user profiles across multiple devices, browsers, and apps in order to provide them with a meaningful and relevant experience throughout their shopping journey.

Achal Kaushal
Trootrac Media Pvt. Ltd.

Digital Transformation- Realignment of Business Models

Wisely said, “Change is the law of nature”. Following the same, businesses need to change the way they think to keep up with the pace of upcoming technologies. Digital transformation should be the foremost step to achieve the same. Moreover, it’s not because every other business is transforming to digital, it’s because of your audiences who have completely turned digital. 88% of the companies are undergoing digital marketing efforts as per the surveys.

Digital Transformation

Entrepreneurs, knowing the fast pace of digital technologies; need to pay attention to redefining of their business models. In a recent survey of about 3000 CIOs at Gartner Symposium and ITxpo in Orlando, the firm discovered that a flexible business model is more willing to survive. This can only be achieved when Vision and Leadership, Digital Customer Experience, Digital Transformation Team become the core elements of business model. Professionals need to think in terms of platforms and networks. Changing trends from Vegetable market to Malls to e-supermarkets, shops to e-commerce stores, banking queues to net-banking, ticket booking queues to online booking, etc. are the best examples of digitally transforming era.

For businesses to make success stories, there is need to transform 3 key elements: Customer Experience, Operational Process, and Business Model
Transforming Customer Experience:

A Brand, at the foremost, should understand its customers. Where they are coming from? what’s their closest reach?, what are their interests? And much more. This could help a brand to achieve its objectives and goals effectively through digital media. Companies are now building online communities to interact and gain trust with their customers. Engagement through digital media if on one hand is the easiest way to connect then on the other hand it’s also helping companies to keep track of their customer’s data such as interests, age, mail id, name, gender, other social network presence etc. This opens up a path to interact and reach all social networks where your audiences are and at the specific time that they hangout there to increase brand visibility. Through a well-structured program, Brand can ensure that the consumers are well aware of the brand and its uniqueness. Progress through this funnel to convert this relationship to a customer and then also use digitally run surveys and after-sales information and follow-ups to convert the customer to a brand ambassador.

Transforming Operational Process:

Transforming Operational Process relates to the benefits of transforming internal processes. This can be achieved through process digitization, worker enablement and performance management. Process digitization aims at automating as many processes company can automate to embrace radically improved processes. For example, a telecom company evolving from Network Provider to Digital Service Provider. This facilitates the growth of company to match the speed of technology and focus on new upcoming advancements. Moreover, the tools or software that enable virtualization in individual’s work are the most important asset of digitally transformed organization. This not only helps in work enablement but also reflects a global view of company’s network. Hence, digitization of operational processes leads to strategic planning through the use of collaborative tools and ensures performance management.

Digital Transformation Levers
Transforming Business Models:

Entrepreneurs need to understand that it’s not about changing technology, it’s about changing business model or strategy. Digital technologies entangled with social media, analytics, mobility or enabled devices are allowing businesses to gain global business presence and impact. Once a business redefines its model, it needs to undergo testing of business model. This means to check whether the model ensures security in terms of privacy of data and whether it is really benefiting the Target consumers for which and from whom your business actually exists. Once the business executes this whole cycle, then business model is undoubtedly ready to bring success.

Enterprises should take digital initiatives such as becoming mobile or making their presence on other digital networks in priority to improve digital connection with their consumers and customers. Few examples for organizations which engaged consumers via its websites, mobile and other digital networks are Nespresso, Starbucks and such others. The time is now for professionals to change the vision and undergo digital transformation in order to ensure business continuity and growth. Remember, you are not alone in achieving this; there are companies which can provide cutting edge digital solutions to your business.