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
Director
Trootrac Media Pvt. Ltd.

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