Data from cookies is not enough.
We recently discussed the disadvantages of silos, and as marketing campaigns gear up in 2015, the increasing trend of cross-device targeting offers yet another reason to be able to effectively integrate data for a competitive advantage.
With cross-device targeting, you basically market to particular customers via the venue they use, whether it’s mobile, desktop or something else. This allows you to get specific messaging out to the right people at the appropriate time, track the results accordingly and avoid the negative feedback and wasted resources of duplicative advertising.
Both Google and Facebook have been promoting their cross-device marketing platforms for these same reasons. “Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world,” states Erick Johnson on the Atlas Facebook blog.
And according to Ginny Marvin’s article on MarketingLand.com, “with users engaging on multiple devices throughout their day, marketers face attribution challenges in understanding how (or if) their media is working. Google is one of the players trying to solve this problem for advertisers running campaigns across its platforms.”
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Cross-Device Targeting Works with the Right Data and Platform
With the right, integrated Cloud system, built on a flexible and scalable architecture, you can bring together all of the data necessary for effective, cross-device targeting. Then, it’s possible to get complete, relevant customer information to the appropriate team members when they need it. In addition to details about customers’ wants, needs and demographics, you can also discover how people are accessing your sales data, responding to marketing messages and actually making purchases. This is valuable data your team members can use to create and send personalized messages via the most pertinent media channel.
With this in mind, what tools are you using to consolidate, update and manage data quickly to personally service customers via the media they use?
With the appropriate, Cloud-based platform in place, your team members can access important insights and purchasing-information about customers to create relevant products, services, messages, and advertising campaigns that go way beyond simple cookies and Website analytics. They can also use this same data-system to track messaging immediately and make the appropriate changes for the best results. This saves time, money and resources while giving customers what they want via the right medium.
This is secured, proprietary data your organization owns. But if you are dealing with fragmented data that cannot be collected, disseminated and used accordingly, you simply cannot compete effectively.
“With a number of the largest media owners pushing mobile and now developing cross-device targeting, it could be that digital marketing is taking a huge step in losing the silos (desktop versus mobile) that have developed through the quick advances of technologies,” states a recent article from INMA.org. Digital marketing is turning away from silos with cross-device targeting. Is your business?
What are you going to do today to get better results with cross-device targeting?
To learn more about effectively integrating data for better sales results, please visit us here.
