The latest cross-channel marketing trends
With consumers dividing their time between devices more and more, and mobile overtaking desktop use last year, the importance of multi-media campaigns has never been more important. But is cross-channel marketing getting any easier?
We look here at a recent report authored by eMarketer, Cross-Channel Trends Roundup, to find out the latest developments in this field.
Research suggests that whilst cross-channel marketing is gaining in popularity, there are still significant challenges facing the teams behind these multi-media campaigns: attribution and understanding the path to purchase were highlighted in the report as the most important factors in ensuring a successful campaign of this nature.
A majority of those surveyed for this report were concerned about how to identify the same individual across different channels, and the ability to compare digital and offline metrics.
While content marketing is still viewed as a key area, it is those who are ensuring their content can be viewed on almost any screen who are achieving the best results in this area. If your content can’t be pushed to a mobile device then there is almost no doubt that you’re missing a fair chunk of your target market. According to eMarketer forecasts, those with access to the mobile internet will spend on average, two hours and 14 minutes a day on a smartphone, two hours 43 minutes on a tablet and 39 minutes on a desktop.
“But content that works well on Facebook may not work on Twitter or Pinterest, or as an organic search result—or perhaps a consumer only uses Facebook on mobile and Pinterest on desktop. In a February 2014 survey of Fortune 500 CMOs by Mass Relevance and CMO Council, reaching consumers across digital touchpoints was the second- biggest challenge among respondents for this year,” the report reads.
The consumer journey
While mobile search may be the future, it is still desktop that is a key player for marketers. “… with a mobile revolution under way, the desktop is finding a long-term home as a piece—but no longer the center—of the consumer journey.”
Marketers still aim to catch consumers at various times on different devices, but it is now often on a smart device where they will succeed in first catching a consumer’s attention – 2013 data suggests cross-over between mobile and desktop accounted for nearly 15 per cent of unique visitors among the top 15 American web properties.
This is interesting because you may want to think about how to adapt your desktop site to cater for those who have already viewed it on a mobile device. However, this is an area that is extremely hard to measure, i.e. measuring cross-device results and trying to ascertain whether mobile activity resulted in an eventual sale.
Comparing prices, research
Digital channels are now the clear choice for consumers when it comes to researching a product or comparing prices, with the latter the most common in-store mobile activity.
Digital devices were also the preferred choice when it came to purchasing products from a multi-channel retailer, just 41 per cent said they would prefer to make a purchase in a brick-and-mortar store. According to the report, one quarter of smart phone users research products online weekly before visiting a store, while 22 per cent said they researched products on a mobile device while in store.
For the full report visit eMarketer.com