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.
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.
Interested in supercharging your company’s customer acquisition?