Welcome!

Symbian Authors: Jack Newton, Kevin Benedict, Matthew Lobas, Shelly Palmer, RealWire News Distribution

Blog Feed Post

Cross-Device Measurement: New Rules Of The Road

Mobile Marketing

From mobile phones and tablets to laptops and desktops, today’s consumers are using an ever-increasing number of devices to access the Web, search for information, make purchases and more. In fact, for the first time in U.S. history, consumers now use smartphone and tablet apps more than PCs to access the Internet. According to a recent study, mobile devices accounted for 55% of Internet usage in the U.S. in January (with 47% of that traffic coming from apps and 8% coming from mobile browsers), compared to 45% of traffic coming from PCs.

These findings show how critical mobile devices have become in supporting an omnichannel marketing strategy. With a focus on the consumer rather than the channel, omnichannel marketing is about creating personalized, contextually relevant experiences that engage consumers in the right place, at the right time and with the right message in order to drive a conversion.

Caution: Speed Bumps Ahead

This growing mobile usage trend has driven corresponding increases in mobile advertising spend, and with it, a demand from advertisers for more accurate ROI metrics. However, measuring mobile marketing campaigns can be more challenging than other digital channels, as marketers struggle to track and target the same consumer as he or she moves across devices.

In the pre-mobile world, cookies were the most commonly used technology to collect anonymous data about a desktop user’s browsing behavior, providing a chronologically ordered list of all the marketing touchpoints experienced by individuals on their path to a conversion.

However, advertisers can’t use cookies to track mobile users in the same way they would a desktop user. Given the limited capabilities of cookies to connect a single user to a number of different devices, it can be difficult to determine, for example, if an ad seen on a smart phone impacted a purchase or other conversion that was made on a desktop computer.

Life in the Fast Lane

Fortunately, powerful technologies exists today that can enable marketers not only to track consumers as they move across multiple devices, but also provide the ability to measure the contribution of each of those disparate touchpoints to an ultimate conversion in a privacy-compliant way.

Mobile ad tech companies like Tapad and Drawbridge analyze anonymous browsing data to link multiple devices to an individual user. These solutions provide marketers with insight into how content and/or ads seen on one screen affect actions taken on the other, so marketers can better understand the effectiveness of their campaigns.

Moreover, when these mobile ad solutions are combined with advanced measurement technology that takes into account cross-channel, cross-campaign and cross-tactic impact, marketers can gain insight into the true effectiveness and ROI of any combination of media, whether served on a desktop, tablet or mobile device, and make spend decisions based on those insights.

In addition to understanding which tactics work best for each device, marketers can also derive insight into which funnel stage and in which sequence those tactics should be executed. For instance, certain device types may serve better for stimulating interest at the top of the funnel, while others work better at the bottom. When it comes to online retail, for example, a majority of consumers use their mobile phone to research products, locate a store, and find coupons and deals, before making the purchase on their tablet or PC. With this insight, marketers can present the right content and ads, on the right device, and at the time that is most likely to produce a conversion.

As consumers continue to interact with media across a growing number of screens, those marketers  equipped to address the unique measurement challenges of the multi-device world will have a distinct advantage over those competitors that have fallen behind the curve.

(This content was originally posted at MediaPost.)

Read the original blog entry...

More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.

IoT & Smart Cities Stories
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Druva is the global leader in Cloud Data Protection and Management, delivering the industry's first data management-as-a-service solution that aggregates data from endpoints, servers and cloud applications and leverages the public cloud to offer a single pane of glass to enable data protection, governance and intelligence-dramatically increasing the availability and visibility of business critical information, while reducing the risk, cost and complexity of managing and protecting it. Druva's...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.
The Jevons Paradox suggests that when technological advances increase efficiency of a resource, it results in an overall increase in consumption. Writing on the increased use of coal as a result of technological improvements, 19th-century economist William Stanley Jevons found that these improvements led to the development of new ways to utilize coal. In his session at 19th Cloud Expo, Mark Thiele, Chief Strategy Officer for Apcera, compared the Jevons Paradox to modern-day enterprise IT, examin...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
DSR is a supplier of project management, consultancy services and IT solutions that increase effectiveness of a company's operations in the production sector. The company combines in-depth knowledge of international companies with expert knowledge utilising IT tools that support manufacturing and distribution processes. DSR ensures optimization and integration of internal processes which is necessary for companies to grow rapidly. The rapid growth is possible thanks, to specialized services an...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...