Every Screen, Every Opportunity: Unleashing the Power of Cross-Device Marketing
People are more connected with their screens these days than they are with other human beings. In fact, we're on our devices a total of 418 minutes (that’s nearly seven hours per day!), according to Demand Sage. The numbers around data are even more staggering. Research by DOMO and Exploding Topics estimates that 1.7MB of data is created every second, with more than 328.77M terabytes of data created each day.
What's more, a Statista report showed that in 2020, U.S. households had at least 10 connected devices on average. To break it down, this amounted to 2.27 mobile devices, 2.12 computers, 1.58 smart TVs, 1.43 tablets, 0.89 video game consoles, and more.
What does this mean for the average consumer? Business 2 Community shares that we each own 3.64 connected devices, and that 80% of consumers go back and forth between various devices. Multiple digital devices are used in 40% of online purchases; 35% of purchases made using a cell phone originated on a desktop; and 25% of purchases originated on a cell phone were completed on a desktop.
Just imagine the challenges businesses and marketers face when there are so many contact points for each household, and each person within each household. This is where cross-device marketing comes in.
What is Cross-device Marketing? And Why Does it Matter?
The ability to market across devices is absolutely essential today. For those who aren’t familiar, cross-device marketing is advertising that targets customers across all their electronic devices. This starts by identifying customers and the various devices they own and use, and then unifying their browsing behavior in a comprehensive customer view.
Here’s cross-device marketing in action.
Amy is your average working mom of three. She wakes in the morning, throws on her workout clothes, and exercises on the elliptical in her home gym. While working out, she watches a few YouTube videos on the TV that’s mounted in the garage.
On the way home from dropping her kids at school, she streams a podcast on her cell phone, and when she gets home, she spends time checking her Instagram and LinkedIn on her tablet. Then, she gets to work on her laptop. During her lunch break, she streams a TV show in her living room.
So far, Amy has already interacted with five different devices, and her day is only halfway through!
If Amy has been considering purchasing new clothes for her kids in the coming days, and browsing kids’ clothing sites across devices in the process, then how valuable would it for advertisers to know her behavior across devices to serve her ads when and where she’s most likely to make a purchase? It's incredibly valuable — and that’s the value cross-device marketing brings to businesses and brands.
Each device a person spends time on collects data from their online behaviors. That’s why it’s important to have insight into all the data that is collected about a certain individual, no matter where they choose to browse, shop, or buy.
Now that we’ve covered the importance of cross-device marketing, let's look at a few ways you can get started with this modern approach to marketing.
Successful Marketing Starts with a Unified Customer View
You may think that developing a cross-device, unified customer view is challenging, but it’s really not – especially if you work with a company like DrivenIQ. Our clients utilize data-driven solutions in many ways to help streamline their cross-device marketing initiatives. That’s because our technologies identify the various devices one individual might use, and then unify that individual’s unique online behaviors and preferences into a unified customer view no matter which device they use.
We call this the “360-degree customer view.”
DrivenIQ’s Identity Graph has access to over 14 billion customer records that are updated each day. At your fingertips, and in real-time, you’ll see the online journeys of your customers more accurately and thoroughly than ever before. There are several ways you can work with DrivenIQ to get your hands on the most unified, accurate, and privacy-compliant audience data on the market.
Some clients choose a “do it yourself” method, others work with media agencies, and some decide to let DrivenIQ run their multi-media ad campaigns on their behalf. Let’s dive into the three options below to help you decide which approach is the best for your business.
Do it Yourself
By partnering with DrivenIQ, you get full access to our data and audience technologies. Many of our clients install ResolveIDTM on their websites. Put simply, this is a website tag technology that identifies approximately 40% of anonymous visitors that never interacted or engaged with you. This is must-have technology for getting to know in-depth personal and professional attributes about your interested customers, particularly when they haven’t made a purchase or completed a form.
Clients can view, analyze, and download these customer profiles in our innovative Audience Management Platform (AMP) called VisitIQTM. Our AMP is easy to use, and it also gives clients the option to search our database of over 14 billion customer records to create custom global audiences, enrich their existing data, and much more.
From there, clients can export the data they want to use for their targeted ad campaigns, and they can implement their marketing campaigns across various devices. This is usually the most economic option for clients.
Work with an Agency
There are many agencies that work with our clients to help utilize their data to the fullest potential through cross-device marketing. If you're already working with a marketing agency that you trust, then DrivenIQ is happy to work with your agency partner to deliver the best audience data sets that align with your campaign strategies.
With over 500 identifiers available, you can target the exact audience you desire using personalized campaigns across multiple devices. Having a trusted media partner is a huge help in terms of strategy and efficiency.
DrivenIQ Takes the Lead
For businesses that do not currently have a dedicated media implementation team, or are not already working with a media agency, DrivenIQ can help. Our team of experts are happy to execute media campaigns on your behalf. We are seasoned digital marketing professionals who take pride in creating the right strategy and creatives. You can leave the management and optimization of your media campaigns to us!
This is one of the easiest ways for clients to immediately begin working with DrivenIQ, without the extra work that’s required to be their own campaign manager.
Wrapping Up
Now that you know why cross-device marketing is important and how DrivenIQ can help, it’s time to take the plunge. Request a demo today to see our technology in action and discover which of our solutions is right for you. Let’s work together to reach your ideal customers like never before!
