“Cross-Platform Marketing” – It sounds like something complicated, with lots of graphs and ad-talk, but it’s really not. What “cross-platform” refers to is something we all do: look at various screens throughout our day, whether it’s on a smart phone, laptop, desktop, tablet or television. And most of us tend to engage with two of these devices at the same time!
The rapid evolvement in user behavior has given advertisers the opportunity to reach their target market across multiple touch points, serving the right message at the right time. Intuitively, advertising has grown far beyond just one point of contact to reach users throughout the purchase cycle. In fact, according to Google/Ispos/Sterling 2012, 90% of people use multiple screens sequentially, meaning they start the research process on one device and complete the purchase on another. What does this mean to you as a business owner?
It’s time to start looking at your multi-channel marketing strategy
For instance, a majority of consumers watch television while simultaneously engaging with their laptop, mobile or tablet. This means businesses have three additional opportunities to reach consumers with a targeted message. Aligning offline and online marketing strategies has moved from a ‘nice to have’ to a ‘must have’ in the past year. Understanding where and when a business’ target market is searching enables advertisers to serve the most relevant ads at a time when users are most engaged.
Implementing a cohesive cross-platform strategy will allow businesses to:
- Reach the target market across multiple platforms with consistent messaging at a time when the user is most engaged.
- Tailor messaging based on where the user is in the buying cycle, increasing efficiency and effectiveness across all digital efforts.
For more information on how Be Found Online can help you with your cross-platform marketing strategy, contact us today!