Marketing-cross-section

While screens have been at the heart of consumer experience for decades, few of us – even ten years ago – could have foreseen a world in which consumers are going from smartphone to television or desktop computer, etc. Although consumers quickly adopted a multi-apparently universe, marketing specialists still have trouble keeping pace. It is here that cross-defect marketing takes on its full meaning. This is what we will see in this article.

What is Marketing Cross Device?

THE Inter-Appareils marketingOr Cross Deviceconsists in broadcasting messages consistent with your audience on several points of contact, including phones, laptops, office computers, tablets or television. Largely targeting users on all platforms allows you to extend your scope and improve your conversion rates.

Imagine a customer who travels twitter And sees advertising For a new car. Although this customer is not yet ready to buy, the announcement remains in his mind. A few weeks later, he opened his laptop and performs a quick search on new cars. He sees the car he had seen for the first time in the Twitter announcement, and ended up being on the website of a local dealer, travels the stock and notes the cars that interest him. A month later, he is ready to go to purchase.

This scenario was once the worst nightmare of marketing specialists. The consumer never clicked on the ad, it was practically impossible to calculate correctly The impact of advertising on the final purchase. Cross Device Allows marketing professionals to visualize the entire purchasing course of a customer, the advertising he has seen on Twitter when consulting the inventory on the dealer's website.

Different devices, different uses

Nowadays, almost no one uses a single device to do anything. For example, you can to start has look forr flights on your device mobilebut once you have found the one that suits you, you go to your computer portable for to end there transaction. This underlines the fact that consumers use several devices on a daily basis, and that they use each device of a different way.

Are you surfing online and are you looking for a quick response? It is very likely that you will release your smartphone. Consumers use their phone throughout the daybut especially when they wait, transport for example, at the restaurant or even at the doctor.

On the other hand, people are more likely to take out their laptop at the end of the or when they are about to take a Important purchase decision.

And if consumers still spend time looking at the televisionthey often do so passively, focusing on other tasks such as navigation on social networks Or procurement a product on their laptop.

Fortunately, advertising platforms have adapted and allow consumers more easily at the time. Tools like Google Adwords allow you toreach a user In almost all digital environments, including smartphones, laptops, office computers, tablets and even their televisions.

By paying attention to the total universe of online behavior of your customer, you will get a understanding stronger of his real purchasing journey. And once they have made a purchase, you will be able to give more precision all the moments when micro-conversions have taken place. Thanks to this information, you will be able to develop campaigns more impactful And more effective And to provide the transparent experiences that your customers are looking for.

3 ways of better targeting cross -device buyers

Given the way in which today's customer changes and evolves, how can the marketing teams follow the pace? You will find below Three ways For marketing specialists to collaborate as well as possible with buyers, on any device, to offer them the best experience of Cross-channel marketing.

Adopt a user -centered point of view

Marketing specialists must change their vision traditional of customer journey To focus on the user experience, rather than trying to disseminate the same message on the greatest number of channels as possible. When they try reach THE customers on several devicesbrands must try to engage with them in the most global way possible, ensuring that they live theexperience plus positive possible, on each channel And Each device.

This practice allows professionals to establish a relationship stronger between consumers and the brand. THE Cross-channel campaigns are a combination campaigns by email, SMS or even social networks, which aim to personalize more than ever the shopping experience. And this concept is paying. The Criteo report revealed that in the United States and the United Kingdom, the brands that use Cross Device Centered on the user for good to understand THE behavior And customers' intentions display a conversion rate 1.4 times higher than those with an approach centered on devices.

Speaking of figures …

Collect and use the available data

Consumer data is one of the best tools that any marketing specialist can have. Thanks to Cross-channel marketingthey have more than ever access to customer data. There are many ways to follow andAnalyze actions on social networks, textual responses, behavior on the website and clicks on digital advertisements in order to have a vision wider target audiences.

All these interactions Can be gathered and used to create holistic profiles of ideal customers, which allows marketing specialists to create very attractive personalized campaigns and content. This type of customization allows brands to be heard and facilitates the optimization of what works and leads to conversion, and what does not work.

Customer behavior can also change over time, as well as their favorite devices, depending on access to new technologies or simple changes of circumstances. THE Information collected may show that because of a new job that leads him to be more often on the road, a customer uses his mobile device more regularly than before. Thus, a marketing specialist can strive to provide the best mobile experiencemore personalized and more coherent, to this customer.

Do not neglect the mobile

The power and impact of the mobile is felt at all levels of Modern marketing. It is essential that professionals are able to connect effectively with customers on the device considered to be the most personal.

In France, around half of online purchases are made on a mobile device, an increase of 13 % from one year to the next. That a customer is committed to the application, the website or the social networks of a brand, it is likely to do it from his smartphone.

Google Adwords and other platforms of this type have even added features linked to Cross Device conversions To help marketing teams better understand themobile impact on sales.