Cross-platform targeting is essential in a mobile world
Gone are the days when online marketers focused just on increasing traffic from desktop computers. Now is the era of mobile technologies, which are completely revolutionizing the way brands and consumers communicate with each other. The strong foothold that smartphones, tablets and other hand-held devices have gained in the recent times has pushed brands to devise strategies to reach out to consumers on all these platforms.
This has paved the way for a new concept– cross-platform targeting- to emerge in the marketing world. A consumer these days owns about 3.64 devices on an average. As such, marketers have to use cross-platform targeting in order to serve advertisements to consumers across different devices and platforms. But, more often than not, cross-platform targeting seems to be an intimidating concept for most marketers, who lack clear understanding of it.
But perhaps it’s time that you let go all your fears and doubts about cross-platform targeting, and make it a part of your targeting strategy. Cross-platform targeting is simpler than most marketers think. At the same time, it’s also one of the most beneficial ways of reaching out to customers in an omnipresent mobile age. Here are a few facts that will clear all your doubts about cross-platform targeting:
It lets you target people, not just devices
Online marketers should know that people interact differently on different platforms. Once you know who your target audience is and what they like, you can come with more effective campaigns. Cross-platform targeting allows you to target people and create unique interactions, but still maintaining the connect to the previous campaign. It also increases your conversion rate as compared to single-device targeting.
It lets you make informed budgetary decisions
By knowing which platform or device your target consumers are using, you will be able to focus your investments on that particular platform. Your marketing budget will be based on data reflecting consumer behavior, which tends to make budget allocation more effective. Not only will this help you make informed budgetary decisions but also make your ad campaign more effective.
It lets you track marketing expenditures
Besides making the best use of the marketing budget, cross-platform targeting also helps you in keeping a track of different marketing expenditures. By separating consumer insights and channel-related information, you know exactly where your money should go. This level analytical system is all you need for determining the amount of money you need for converting prospective consumers.
It creates touch points for consumers
Last but certainly not the least, cross-platform targeting creates touchpoints, which are specific areas where your users can engage with you in a personal manner. It allows both brands and consumers to come together before, during and after making a purchase. It helps you take your consumers on a memorable experience by establishing unique interactions at every stage of their journey.
Cross-platform targeting is something no marketer can ignore in today’s digitally-driven marketing world. It surpasses traditional marketing practices and strategies by providing a more memorable experience to your consumers.