Marketing in a multi-device world: Of omnichannel, design & attribution…
We live in a hyper-connected world. Consumers have access to a range of devices and switch seamlessly between screens for their digital needs. It is a highly complex and fast-changing environment, and for marketers to engage consumers on this journey, it is imperative they employ an effective multi-device strategy.
In APAC, brands are beginning to adopt a mobile-first approach to marketing. More than half (56 per cent) of the world’s mobile phone users are located in APAC and the region has the highest data consumption globally, with an average of 1.1 GB per mobile user per month. APAC consumers rely on their devices for a range of daily activities with 37 per cent using their smartphone for banking – considerably more than the 29 per cent global average – and the same percentage use mobiles to purchase goods and services. Tablets also enjoy widespread use – with ownership rates reaching 57 per cent in Hong Kong, 47 per cent in Singapore, and 42 per cent in Malaysia.
How can marketers optimise across devices, to ensure they reach their target audiences with relevant and engaging digital campaigns?
Structure for omnichannel
Marketing departments are often structured by channel, with distinct digital, social, video and mobile teams working independently from the traditional marketing team. This means that media tends to be purchased by device or channel, which can inhibit the development of a truly multichannel approach. For a more successful approach to cross-channel marketing, the application of a holistic, collaborative strategy will enable marketers to provide a seamless cross-device brand experience and ensure the best possible ROI.
Design for multi-device
Designing creative for multiple devices requires balancing the unique nature of each with a consistent user experience. Ads should also make use of the specific functionality of the device to make the ad more relevant and engaging. In light of this,marketers should consider the ad formats that work best on individual devices and understand the context of the user to deliver an ad that is appropriate for the location and situation. These include more widespread formats such as video, native, social, display and mobile, but also new formats such as digital out-of-home (DOOH), SmartWear, and programmatic print. Advertising technology will need to evolve to enable content to be served seamlessly across the different digital placements and locations as the number of digital marketing points increase.
Measure and attribute
A multi-device approach to marketing requires advanced attribution to determine the ads, formats, and devices that deliver the strongest ROI, so data can be used to inform media buying decisions. As the range of connected devices expands, the number of possible touchpoints in the path to achieving marketing objectives increases. With this in mind, a robust attribution solution is required to gain visibility of user engagement and understand the contribution of each touchpoint to the sales funnel. Potential digital touchpoints on the conversion path could include sponsored product listings, social media interactions, banner ads, online videos, and retargeting e-mails, and the performance of these – as well as their impact on each other – should be measured at all stages.
Implement a marketing platform
Today’s diverse multi-device ecosystem can be simplified through a single platform approach. A marketing platform allows marketers to combine data management, creative management, media execution, and real-time bidding, optimising each and every consumer interaction in real-time, across all channels and devices, to meet specific marketing goals.
As APAC leads the way in mobile adoption, brands in the region need to consider their approach to multi-device marketing. By restructuring for omnichannel campaigns, designing for multiple devices, employing advanced attribution, and making use of a single universal marketing platform, marketers can begin to profit from the evolving multi-device world in which we live.
