5 Tips For Better Cross-Device Marketing Campaigns


In today’s world, internet-connected devices comfortably outnumber people and consumers in mature markets are expected to each own three or more such gadgets by 2018.

In this new reality, retailers and brand marketers must adapt their strategies to account for changing consumer behavior. Because people no longer interface with the digital world through a single device, instead constantly switching back and forth between desktops, laptops, tablets, smartphones, smartwatches and more.

This presents obvious challenges to delivering consistency in your messaging – something consumers now expect – and properly attributing conversions in what has become a much more convoluted path to purchase.

But cross-device marketing can surmount these obstacles by ensuring customers are always met with a unified voice. I’ve put together some tips to help you get the most from your cross-device marketing campaigns:

1.  Streamline Your Message

If your cross-device campaign is to operate as more than just the sum of its individual parts, the most important thing is to sync your messages to different devices through data. With the right partners and systems in place, you can build a very granular view of each customer – creating a window into their behaviors, device preferences, and purchase intent. This intel can then inform your marketing activities, so you know the optimal environment in which to communicate with each individual for maximum chance of a conversion.

2.  Create A Unified View Of Your Customers

As you streamline your message and tailor it to each device, never lose focus on the big picture. Your customers won’t segment their exposure to your brand into different channels, so it’s crucial that you’re carrying on the same conversation across desktop and mobile, rather than treating the same customer as two different users. Of course, this is a technical challenge, but the potential rewards of unifying your view of customers make it worth it.

3.  Use Accurate Attribution Models

Cross-device campaigns are only as effective as the attribution model in place and this, unfortunately, is one area where the industry lags. Most still base their attribution models on last-click. Even when multiple touchpoints are used, this normally refers to different providers rather than different devices. Cross-device attribution modeling still has a very long way to come before it’s mainstream, but once marketers are rewarded for impressions and actions delivered on one channel that directly result in conversions on another.

4.  A/B Test Everything

The beauty of operating in an environment as data rich as programmatic advertising is that it is possible to quantify the performance of everything, from an entire campaign down to the specific wording of a call to action – and everything in between. A/B testing is one of the most powerful tools in your arsenal because it provides proof of whether the incremental uplift you’re seeing is caused by or simply correlated to the aspect of the campaign in question. The results can often be surprising. We once ran a campaign where A/B testing revealed that a creative variant featuring a black background was delivering significantly higher conversion rates than one with a white background, for example.

5.  Don’t Miss The Boat On Apps

Although the app ecosystem is still in its infancy compared to the web, it’s so enticing to marketers because it promises such high levels of consumer engagement. In fact, according to comScore, users typically spend 18x the amount of time in apps as they do on m-web. Our own recent holiday season research bears this out, with in-app advertising generating significantly higher CTRs than desktop (+114%) and m-web (+73%).

Another reason apps are so attractive to marketers is because they exist in a much richer data landscape than web. Once you’re plugged in with the right attribution partner – such as ‘Kochava,’ ‘Appsflyer,’ ‘TUNE,’ or ‘adjust’ – the various types of post-install events that you can measure, will provide an incredibly granular view of how customers are interacting with your app. On top of this, the persistent nature of device IDs (IDFA, AAID) makes it easier to build long-term understanding than with web cookies alone. Choose the right post-install events to track and make sure to share these insights with your advertising partners for maximum impact.