The Rise of Multiple Device Content Consumption and the Growing Importance of Multi-Device Marketing Strategy [Infographic]

Stacey Rudolph — July 17, 2017

— July 17, 2017

Did you know more than 70% of digital users access internet using multiple devices? Of course, this poses a new challenge to marketers and more than 84% of marketers feel that an important cross device marketing strategy is essential for success of their online business.

Infographic source

Marketers who want to reach all segments of consumers on all devices are finding it hard to figure out how the various digital touch points interconnect. It is particularly challenging because consumers normally use the devices for different things. Therefore, without much further ado, here are 3 tips on how marketers can improve their marketing efforts given that consumers are using multiple devices.

1. Develop consumer-centric marketing strategies

The work of the marketer is to find the best way to reach and engage their customers. The first objective, therefore, is to find out how consumers transition from device to device. What content are they consuming on given devices? When are they accessing it? The goal is to obtain as much accurate information as possible on the behaviors. Once the marketer gains these insights, firms can now implement marketing strategies that are appropriate to specific platforms.

2. Create integrated and consistent experience for customers

Due to the fact that consumers use multiple devices to interact with brands, it follows that marketers should design content that provides consistent experience and one that is complementary across various devices. For instance, your website should be mobile friendly so that consumers can also access it from their smartphones and tablets. Even if you are still getting the bulk of your traffic from desktops, mobile consumption is rising tremendously.

3. Know your customers and objectives

According to Adweek, marketers should learn to create and test their marketing strategies to ensure they meet cross-device marketing goals. Remember cross-device is a strategy whose goal is to reach the same user on multiple devices; therefore, it is important to know your audience beforehand. Using as many data-sets as possible, define your desired cross-channel audiences. You can do this using both probabilistic and deterministic audience data.

It is worth noting that cross-device success goes beyond merely serving ads across devices. It is more about tracking as well as measuring your audience actions and behaviors across multiple devices. According to one study, marketers who advertise on multiple devices experience 20% better performance than those who only target one channel.

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