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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6 Awesome Lessons to Learn From the Experiential Marketing Industry

The significance of experiential marketing

Experiential marketing is a marketing strategy that engages audiences by giving them a chance to experience the brand. It’s a tangible and participatory form of marketing.

But industry statistics show it as profitable domain for brands, given the level of engagement and increase in sales it creates. To understand the power of experiential marketing industry, let’s look at a few numbers:

  • 79 percent of brands used experiential programs in 2017 compared to last year.
  • The event industry, according to the U.S. Bureau of Labor Statistics, will rise 44 percent between 2010 and 2020, thus exceeding the predictions for most other industries.
  • 79 percent of marketers in the US generate sales through event marketing.
  • 98 percent of users feel like purchasing a product after attending an on-ground activation.

The above numbers are truly an indication of experiential marketing’s impact on brands and consumers’ purchase decisions.

What can marketers learn from the industry?

The growing industry of experiential marketing stores many valuable lessons for today’s marketers. The following are a few of them:

Lesson 1: Be clear about the message

Marketers should be clear about the message their brand wants to send out. It’s not necessary for the message to circle around the product always. It can be anything that the brand hasn’t said before. They should use that message to create an experience that’s valuable to the audience.

Lesson 2: Leverage creative talent

The expertise of an agency is good at its place. But marketers should create room for external talent also. Musicians, artists and other creative people can be called to create the desired experience. They should reach out to prominent ones in the region to create and augment a market.

Lesson 3: Always remember social media

Just because a brand is marketed on-ground doesn’t mean social media is irrelevant. Participants will certainly look for ways to share their experience on social media. You can create a hashtag that will make sharing easier for users. Brands should keep it local as much as possible so that the local community is not left out.

Lesson 4: Consider visual immersion

The objective of experiential marketing is to create a brand experience that people remember. In order to get the best out of it, marketers should consider immersing audiences visually in the experience. Infographics and on-ground activation technologies are a good way of showcasing a brand more realistically and initiating participation from people.

Lesson 5: Focus on the use of the product

Marketers should create an experience for people who are unsure about the use of the product or service. Experiential marketing should develop interactions with consumers that spells out the benefits of the brand in a creative fashion. They should use data to bring experiences to life.

Lesson 6: It’s okay to get uncomfortable

There’s actually nothing wrong in talking about taboo topics as long as your brand approaches it with maturity. Marketers should create an experience that breaks the taboo and initiates a conversation. They should approach the topic in a respectful manner so that people feel comfortable talking about it.

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Five Things You Need To Know About Experiential Marketing Today

What’s Experiential Marketing?

If you have been in the marketing domain for a few years now, you must have come across the term “experiential marketing”. It’s nothing but attempting to create the right customer experience for your brand. Commonly known as “engagement marketing”, “participation marketing”, “special-event marketing” or “on-ground marketing”, experiential marketing is a marketing strategy which engages consumers directly and urges them to take part in experiencing your brand.

Experiential marketing is different from traditional marketing in the sense that the former does not consider consumers as passive receivers of a marketing message. Instead, it encourages them to participate actively in the production and co-creation of marketing programs. This inclusion of consumers in the brand experience fosters personal relationships and increases brand loyalty.

Facts to know about experiential marketing

Although experiential marketing is quite popular in the recent times, most marketers tend to overlook some essential facts about the concept. Here are a few things you as a marketer should know about experiential marketing:

Experiential marketing is a philosophy

Most marketers consider experiential marketing as a tool but it’s also a philosophy. It’s something that can be augmented with any marketing tool. The basic premise of this form of marketing is customer engagement in a manner and at a time they wish. Consumers get better control in experiential marketing because they get access to information anytime, anywhere. Whether it’s at the point of purchase, website or social media, information is always available to them.


Experiential marketing is based on engagement

As mentioned earlier, the key premise of experiential marketing is consumer engagement. Engagement determines how meaningful your brand’s experience is to your consumers. If we talk about social media, comments, shares, likes and direct interactions are measures of engagement. Two-way communication between consumers and brands is the very foundation of experiential marketing.

Experiential marketing involves both online and offline media

Experiential marketing leverages both online and offline means to create a brand experience for consumers. It includes everything from large events, contests, demos to customer appreciation events. There is a proper fusion of both online and offline channels so that consumers can connect with brands in the most convenient way possible.

 Experiential marketing depends on demographic targeting

The success of any experiential marketing campaign depends on the brand’s knowledge of its customer base. There’s no doubt in the fact that consumers have a dynamic behavior. They are using different media to put their message across and looking for different experiences. The key is to know the trends properly so that your brand remains relevant to them. As such, demographic targeting is one of the most important aspects of a successful experiential marketing campaign.

Experiential marketing affects both brands and consumers

Last but not the least, you should know that experiential marketing is beneficial for both brands and consumers. It gives your prospects an opportunity to experience your brand in a way that suits their preferences and lifestyle. For a brand, it creates consumer awareness and provides better insights about their consumers’ likes and dislikes. Therefore, it seeks to create a win-win situation for both brands and consumers.

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