Eliminate Your Fears And Doubts About Cross Platform Targeting


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.


How to Create a Fantastic Cross-Platform Targeting Strategy with Minimal Spending?

Gone are the days when consumers relied on television or radio to know what products were available on the market. Now is the era of digital media channels, which range from mini PCs to smartphones, iPads and tablets to wearables. Mobile traffic has certainly exceeded desktop traffic as more and more number of people make a shift to these platforms.

The growing number of mobile users has certainly pushed brands to adopt cross-platform targeting strategies, which allow them to serve ads to users across different devices and platforms. Cross-platform targeting allows marketers to engage with customers on different devices and push up their campaign’s reach.

But an in-depth knowledge of consumers is crucial to devising an effective cross-platform targeting strategy. Budget is also an important factor to consider because marketers seek to get the maximum return from every penny they spend on advertising. Here are a few tips for creating a cross-platform targeting strategy without pushing up your advertising budget:

Define your objectives clearly

First and foremost, you need to define what exactly do you want to achieve by adopting a cross-platform targeting strategy- whether you want to increase brand awareness or reach more consumers or simply improve your ROI. Make sure you define your objectives clearly before plunging into cross-platform targeting so that your efforts are better coordinated and your campaign runs within the budget.

Specifying the target audience

The next step is to define your target audience as specifically as possible. You should try to understand your customers thoroughly and know what they are looking for. Specify your target audience based on their demographics, mobile-usage behavior, preferred devices and platforms, location, and interests so that you reach out only to a relevant market. This will help you use your ad budget effectively.

Choosing platforms smartly

Just because your consumers are using social media channels on their mobile devices doesn’t mean you run the campaign everywhere. You need to choose your platforms very smartly because it would determine the reach and effectiveness of your campaign. At the same time, it’s also important to optimize for each platform but maintain consistency in communication across all of them. Not only will this improve reach but also help you allocate advertising budget to the most relevant and effective platforms.

Consider re-marketing

Owing to the short attention span of consumers, you might have to use re-marketing or re-targeting in order to push consumers back to your website. Re-marketing acts as a reminder for consumers to revisit your website and make a purchase. It allows you to show the same ad to the customer, followed by a notification that reminds them of the offer. Re-marketing, thus makes cross-platform targeting high cost-effective for brands, especially when they want to drive website traffic.

Use creative and new formats

Last but certainly not the least, you can make use of creative promotional formats in order to get the best out of your cross-platform targeting efforts. You can use AdWords PPC Ad Extensions, direct mail featuring URLs, and television hashtags to intensify your cross-platform campaign. Not only does it drive website traffic but also increases engagement on different platforms. It’s a great way to improve a campaign’s effectiveness without spending whopping sums of money.

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Why Experts Say That The Cross Platform Targeting Industry Has Gone Way Too Far?

What makes cross-platform targeting so important today?

Gone are the days when consumers sat in front of the TV or beside the radio to know about what’s new in the market. Nowadays, consumers have moved into the digital space, where smartphones, tablets, and other hand-held devices are changing the face of communication. Advertisers in the digital space are finding new opportunities to market their products and services, but with an even more precise targeting strategy.

Today is the age of cross-platform targeting, which uses location-based mobile technology to serve targeted ads to prospective consumers across different devices and platforms. Cross-platform targeting allows advertisers to leverage the location of consumers by offering them relevant products and services. Given the rising number of mobile users, cross-platform targeting has become an unavoidable aspect of brand marketing strategies.

What Experts Have To Say?

About 60 percent of digital media experts in the U.S plan to employed cross-platform targeting in the year 2017. But what does it tell about the cross-platform targeting industry? Has it gone way too far? Well, the answer is yes. The cross-platform targeting industry has certainly changed the way advertisers target prospects with ads these days. Experts in the field agree that cross-platform targeting has bridged the gap between desktop and mobile, thus helping marketers to reach prospects and consumers across devices and platforms. But the real question is– how useful is cross-platform targeting for people?

Experts feel that cross-platform targeting has gone way too far to remain useful for prospects and consumers. While personalization is a good way to create a positive impression, not everyone would be interested in visiting a store nearby just because there’s some offer going on. Not every offer that pops on their mobile screen is relevant to them. This is where cross-platform targeting seems to annoy more than it attracts people.

Some people may even find it creepy to see their mobile phone buzzing as soon as they come closer to a store or restaurant. They feel it’s no less than an intrusion into their privacy because marketers tend to know everything about them– where they are going, when they are going and what they are doing. After all, nobody likes to be stalked by their own mobile phone! Privacy concerns of people do make cross-platform targeting challenging for marketers.

Experts also feel that cross-platform targeting is also a disadvantage to marketers. It calls for superior technical knowledge for platform integration, something which not everyone is crafted to do. It also puts pressure on the marketer to please everyone on multiple platforms. Cross-platform targeting may also cause marketers to lose flexibility, which is provided by different platforms on a varying degree.

As such, it won’t be wrong to say that cross-platform targeting can put additional pressure on resources of the company. No matter how important precise targeting is in today’s marketing world, there’s no denying the fact that the cross-platform targeting has gone too far in some ways. But it will continue to remain relevant in today’s digital marketing domain until a more robust targeting method emerges.

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Is Cross-Platform Targeting Still Relevant?

Targeting strategies have always been one of the most important factors to consider while marketing a product or service. Over the years, these strategies have undergone significant changes, becoming all the more specific and precise. Thanks to the digital transformation that has taken place in this era that marketers are able to reach out to right audiences by arming themselves with insights and data.

But now is the era of cross-platform targeting. Gone are the days when consumers were confined to desktop computers. Now they use smartphones, tablets and other handheld gadgets, thus making it necessary for marketers to reach out to consumers on these devices. Brands may lose out on a potential market if they don’t employ cross-platform targeting today. This makes it clear that cross-platform targeting is very much relevant in today’s marketing world.

Cross-platform targeting is a good way for marketers to serve ads to a target market spread across multiple devices. But this strategy is important for many other reasons, which are as follows:

Insights into consumers’ behavior

 You can make informed decisions if you have enough knowledge of your target audience. This allows you to figure out what your target audience will like or dislike, what kind of advertising will strike a chord with them, and what exactly will convert them into actual customers. Cross-platform targeting provides insights on consumers’ behavior and helps marketers tailor their campaigns to meet consumers’ preferences.

Supplements marketing spend analytics

Marketers require detailed insight into the effects of their marketing activities. Budgets are limited but expenditure can be exceeding estimates. As such, the choice of media needs to be done very carefully. Cross-platform targeting helps you to identify the devices that customers are using the most. This will help you make a proper media selection and match media spend with consumers’ buying style. Cross-platform targeting is thus a good way of optimizing marketing spend and increasing return on ad spend.

Integrates online and offline user activity

 Cross-platform targeting allows you to not only get insights on online activity but also offline activity of consumers. Advanced platforms employ cross-platform targeting to move beyond devices and online behaviors to understand consumers’ offline behavior. This combination of online and offline activity provides a wider view of consumers’ buying journey. Cross-platform is thus important for understanding the impact of traditional marketing efforts and bridge the gap between consumer’s online behavior and marketing initiatives.

Provides better touch points

 Last but certainly not the least, cross-platform targeting is important for creating memorable touch points, where brands can engage with users in a more personal and direct manner. Touch points are important areas along the customer journey because they ensure the relevancy and effectiveness of interactions. Cross-platform targeting allows you to target specific users by employing captivating and memorable touch points, thus providing consumers with appropriate motivation to engage with your brand.

No matter what, cross-platform targeting is still very relevant in today’s mobile-driven marketing world. It’s a strategy that no marketer can afford to ignore if they wish to reach out to a specific target market.

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There’s No in Point Doing Cross-Platform Targeting If You’re Not Doing It Right


The challenging task of targeting across-platforms

It has been said over and over again that right targeting is crucial to marketing success. Unless a brand has a clearly-defined target audience, no advertising message will have the desired impact. But defining a target market is no longer what it used to be before. Brands have to keep in mind the current digital transformation while identifying and addressing a target market.

The challenge of targeting for marketers has become threefold. They have to identify an individual consumer reliably, reach that consumer across an increasing number of platforms and devices, and partner with vendors who still rely on traditional targeting infrastructure and mechanisms. Brands today have to employ cross-platform targeting in order to reach out to a wider market. But the truth is it is pointless doing so if they don’t know how to do it right.

The right way of doing cross-platform targeting

Effective cross-platform targeting depends on proper communication across different channels. There’s no one-size-fits-all formula to do so. But perhaps the following tips can help you do it better:

Define your marketing goals

Like any other form of marketing, you have to define your target audience, marketing objectives, and brand messaging while using cross-platform targeting. Your objective can be to shoot up revenues, leads or brand awareness. You also have to define what you want your audience to do. In addition, the measurability of your goals is also important in creating an integrated cross-platform targeting strategy.

Understand your audience

Merely defining a target audience based on its geographic location and demographics will not help you succeed in cross-platform targeting. You have to know them in and out. You have to understand their behavior, choices and problems in order to target them with relevant products and services. For this, you might have to use data from different platforms and devise a strategy that integrates all of them.

Always be consistent

Once you leverage data showing behavior of consumers across channels, it’s time to target them with ads. But the key to success in cross-platform targeting lies in consistency. You should focus on keeping promotions, messaging, content and all branding aspects consistent across all platforms. The content needs to be optimized for each platform so as to as attract more consumers. Your consumers should feel that all messaging is originating in the same company rather than different organizations.

Re-market to those already reached

Owing to the short attention span of consumers, it’s likely that your message will get lost in the clutter. This is where retargeting  comes into play. Retargeting gives you a chance to reach out to previously contacted consumers who visited your website but didn’t finish the purchase. It acts as a reminder for those consumers who showed interest in your product or service but were distracted from making the purchase. Retargeting, therefore, should be a definite component of a brand’s cross-platform targeting strategy.

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Five Easy Rules Of Cross-Platform Targeting

Why Do Companies Need Cross-Platform Targeting?

Cross-platform targeting has taken off in a good way in the recent times. Ever since mobile devices such as smartphones and tablets have come into the picture, cross-platform targeting has become an important part of companies’ marketing strategies. As the digital space is growing, it’s becoming important for developers to come up with apps that are compatible with different platforms, such as Android, Windows and iOS.

Social media and other communication channels also deserve a mention here. The reason for this is simple: users are no longer confined to one platform. They use different devices to buy a product or use a service. As such, a company or a brand would lose out on potential sales if they focus their ads only on one platform. Although developing mobile apps can be costly, marketers cannot afford to ignore cross-platform targeting these days. They need to focus on creating campaigns and applications that users across different platforms can view.

How to use cross-platform targeting?

Employing cross-platform targeting is easier said than done. With varying specifications, changing user base, and dynamic features of each platform, marketers find it challenging to unify all platforms. But perhaps the rules below will help you use cross-platform targeting to the best advantage of your brand:

Know your audience

Knowing your audience is the first step you can take in cross-platform targeting. Consumers are people after all, and their needs and preferences are highly dynamic. Since the key is to meet these needs, marketers have to develop a thorough understanding of their customers. They have to learn to respect the needs and preferences of customers by employing communication channels that they prefer to use, whether it’s email, phone or text messages.

Maintain consistency across all channels

The key to marketing success is the creation of a seamless brand experience. But cross-platform targeting requires consistency on the part of marketers. You need to ensure that your ad campaigns are integrated across all the channels you are using. Cross-platform targeting allows your customers to experience the brand comprehensively, rather than disjointed campaigns.

Consider delegating and automating

Don’t think that if you are a marketer, you have to do everything by yourself. It can be exhausting for you to keep track of individual preferences of one customer. But you can consider delegating a few tasks and leverage technology that lets you automate your marketing processes. This will save you the hassle of recording activities, posts, campaigns and other deliverables all by yourself.

Create relevant content

Content is a game-changer for brands in the digital space. But cross-platform targeting will only be successful if you are able to provide something of value to your customers. Based on the channel you are using, focus on creating content that informs and promotes and ultimately converts people into actual customers.

Use data

Last but not the least, cross-platform targeting lets you use big data. Since all the channels are connected to a central platform, performance data for all channels becomes easily available to marketers. The data lets you understand your customer’s behavior, analyze trends, and focus on areas that need your attention. It lets you take action in real-time and capitalize on profitable opportunities.

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