Customer Journey

Understanding the Customer Journey: How to Utilize Cross-Device Digital Marketing

If you’re anything like me, you’ll find yourself constantly going back and forth from your desktop and phone all day. As a matter of fact, 90 percent of consumers go from one device to another on a daily basis.

That’s what we call cross-device consumption and if you’re trying to reach your customers then you want to be sure you’re implementing a cross-device marketing campaign.

Think about the last time you were searching for a product or service – hotels in New York, a local car repair shop or the best car insurance. We typically start our online searches on mobile but don’t always make a purchase there. 87 percent of consumers do their research online before ever entering a store.

So how can you reach your customers before they walk in the door? Here are some tips to ensure your cross-device marketing campaign gets off to a great start.

Understand Your Customers’ Buying Journey

It’s as simple as putting yourself in the customers’ shoes. Regardless of what you’re selling or offering, take a moment to think of the stops along a customers’ journey before they make a purchase, like visiting your website, subscribing to your newsletter, or downloading a coupon.

The customer journey starts on a mobile device with research and engagement. This is the stage where information is sought such as – the best tablet, local hair salons and more. It’s important to consider where they will convert into a customer – is it on a desktop or is it in-store? For online purchases, 40 percent of consumers research on their smartphone but actually purchase on desktop.

Therefore, you want to ensure your website is engaging the consumer with working links and pages to the information they’re seeking so that when they’re ready to convert, you are top of mind and have gained their business.

Adapting Your Message To Meet A Customer’s Needs

Your message along the customer journey is going to take a different shape at every stage and can even vary with the type of device a consumer will most likely be using at that time.

If a consumer starts by searching best tablets for school, your message should be targeted towards that audience. Create a web experience that is targeted and optimized to showcase the best tablets for school and give your customers exactly what they want.

But what if a customer is already past the research stage? Try updating your messaging. You can advertise a different message for consumers who have done their research by throwing in an offer like: college students save 20 percent on tablet purchases.

Don’t Forget Mobile Phone Calls!

Mobile calling plays a big role when it comes to converting consumers! In 2013, 30 billion calls were attributed to conversions. Even more impressive, is that 73 billion calls to businesses are expected to be generated by 2018. Mobile call ads are highly important for services or products consumers aren’t knowledgeable about.

This can be products and services such as credit cards, insurance, and other financial services. Having a mobile call ad will encourage the consumer to get additional information. This presents your company an opportunity to engage and educate them while leaving a positive impression.

How to Measure Your Cross-Device Campaign

Once you’ve completed a cross-device digital campaign, it’s important to look back and see what did and didn’t work. The beauty of digital advertising is that tracking information is instant.

Looking at what devices yielded the highest return on investment (ROI) will help you when building future campaigns and continuing to grow existing ones. You can even take it a step further and actually measure how digital devices influenced conversions – such as visits to a store, calls to a business and actual purchase.

But you’ll have to wait for my next blog to learn more about that!

Nidia Verdugo, Media Buyer

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