It does not astonish that Google and Facebook control 85 percent of online ad growth. Nor is it shocking that inter- net ad spend will surpass TV spend in the near future. This information, according to Mary Meeker’s 2017 Internet
Trends Report, intuitively throws caution to the wind as it
applies to “cross-device marketing.” Three big takeaways from
this “bible” for digital marketers are:
1. Smartphone sales and internet penetration growth are
2. It’s not really a “shift to mobile” as much as “the addition of mobile,” since desktop usage hasn’t declined
much while mobile usage has skyrocketed to more than
three hours per day, per person in the U.S.
3. There’s still more time spent on mobile than ad spend,
indicating forthcoming windfalls for mobile ad platforms.
During the past few years, we’ve seen what is perceived
as mobile usage eclipse desktop. But these trends show that
while desktop usage has not reduced, increased mobile use is
instead layered on top making overall internet usage higher.
This trend will continue: not only are more people researching products from their smartphones, they are making online
purchases more readily.
Which begs the question, “Do consumers browse by smartphone but purchase on desktop?” Although desktop purchase
power peaks during “work hours,” the use of smartphones
to buy a product or service has increased 41 percent. At the
same time, according to Statista, tablet purchases are down
18 percent in the share of digital device users in the United
States who used multiple devices in the path to purchase in
As these trends continue, mobile and tablet are likely to
morph into a single category. Mobile screens are becoming
larger and more crisp in color and resolution.
The key to earning a mobile consumer purchase is being
able to reach the consumer, making sure that the user experience is easy, including such technology as “smart auto-fill.”
For;any device, it is crucial to track how long a user visits a
site, which key page visits are needed to trigger a sale, which
are poor converting pages, etc. All of these metrics paint a
picture of the perfect path a user should take.
Once that’s been identified, the site can be optimized to
guide the user down that path and avoid potential problems.
All said, capturing the micro-moment of purchase for repeatable results also helps relay the data necessary to maintain
brand response and customer loyalty.
There is no question that artificial intelligence (AI) is an
emerging advancement in attribution tracking technology,
with analytic platforms and programmatic delivery systems
leveraging AI to predict consumer behavior. Agencies are
now expected to follow media delivery and interpret a clear
path to product selection with transaction completion for
That being said, disruption cannot be ignored. Consumer
purchasing power is dependent on a strong call-to-action.
However, disruption occurs when a consumer decides to buy a
product or service on one device but finishes the transaction
Disruption in this case is defined as channel relevance and
the shift from content to people. Marketers need to be able to
identify where the transaction starts and finishes. With this
information, the ability to follow a segmented ecosystem for
cross-device consumer movement will support how marketing and advertising spend is appropriated. By understanding
“when” the consumer has made the mental decision to purchase, “how” they have gathered all the facts they need, and
“what” payment method they will use to order a product or
service, marketers can increase revenue exponentially.
For some products, that’s as soon as the user visits a landing page or website. For others, it could take a number of
visits. The transaction, however, must never end. Once the
customer has received the product, the marketer must remain
engaged with the individual for retargeting purposes.
Data capture can become skewed
easily when trying to measure attribution, but the bottom line is that
the consumer journey continues to
be transient and there is not a hard-and-fast rule to follow. Marketers
need to know their existing, as well
as potential, customers and be able
to create and duplicate the funnel
for purchase. Since every campaign
is going to be different — with most
consumers being served different
information — smart marketing will
only succeed with strategies that provide and deliver the impulse to buy
while on any device. Consumers are
relying on many devices to access information. The time has come to target the person — not the device. ;
Cross-Device Marketing Drives
Direct Response Conversion
By Lori H. Zeller