By Holly Callender, Junior Content Manager
The future of technology lies in mobile. Manufacturers are continually outdoing themselves and each other to meet the latest consumer demands.
Where technology goes, data and analytics will follow. One of the latest tools is cross-device tracking, ie tying multiple devices to a single user. This layered data lends itself to sleek personalization and ultimately, increased profit.
The future of digital marketing lies in cross-device tracking. Here’s four reasons for you to get on board.
1) The consistent rise of mobile use
It’s undeniable – more and more people access the web on mobile devices. Adults in the US, for example, now spend approximately three hours each day using the Internet on mobile. In 2018, an estimated 73% of internet usage will be mobile.
However, desktop usage is largely consistent over the years, illustrating that mobile usage is an addition rather than a replacement. Despite this, investment in mobile advertising hasn’t caught up.
For instance, in terms of time spent, mobile accounts for 28% of all media consumption in the US, yet only 21% of ad spend. Meanwhile, TV, radio, print and PC internet all have time spent v ad spend ratios that are at least equal. On the other hand, print media accounts for 4% of all time spent and 12% of all ad spend!
If mobile’s share of ad spending caught up to time spent on mobile devices, it would mean a $16 billion spike in spending.
So, why is mobile advertising lagging? One theory is that companies and agencies investing in mobile have nothing but fuzzy ROI statistics to work with: 67% of marketers found the ROI impossible to measure. But it doesn’t need to be…
2) Cross-device tracking can be very accurate
Cross-device tracking falls into two categories: probabilistic and deterministic. The former draws on external factors such as location, IP address and operating systems.
Deterministic tracking, on the other hand, identifies users through site registration and unique identifiers like login email addresses.
Consumers can be encouraged to register with an incentive. One study found between 75 and 80% of users (across a range of generations – not just Millennials) were comfortable sharing information for exclusive content and discounts in return. Another insight claimed 79% respondents would share data in exchange of a transparent benefit.
The willingness to provide information is the perfect ingredient for deterministic tracking. And since desktop and mobile logins are typically identical, that willingness opens doors to loads of marketing and analytics possibilities underpinned by cross device tracking, for example, insights into the customer journey and tailored ads. Which brings us to…
3) Cross-device remarketing
Remarketing is a valuable technique for generating conversions. Useful, as the typical landing page conversion rate is only 2.35%. Remarketing allows you to target the rest of your visitors with advertisements for products the analytics data shows they would be interested in.
For example, say a visitor was looking at a yellow jacket on your mobile site or app at lunchtime. With cross-device remarketing, you can target the visitor with a yellow jacket advertisement when they’re on their laptop in the evening.
Multichannel marketing has proven effectiveness – the more times a user sees a remarketing ad, the more likely they are to covert.
Cross-device tracking makes it possible to remarket a product search made on a tablet using desktop advertisements. Vice versa, too – especially important with the rise in mobile ecommerce.
Up to 60% of conversions fall over two devices, and that number is only going up. Tracking allows advertisers to remarket across multiple devices with precision and counteract ad fatigue – when a user is exposed to identical advertisements too often. Cross-device tracking will acknowledge if a user has seen an ad on their phone, their computer and again on their phone. This lets you avoid wasting money (and annoying them) by spamming with the same content.
4) Cross-device tracking enhances your marketing automation
Marketing automation enables companies to deliver personalized content to high-value target groups. If executed well it saves time, money, and nurtures conversions.
These days, it’s crucial to utilize multiple channels for advertising and data collection. Relying on a sole channel generates flimsy data, with the generic marketing leading to low consumer response.
Cross-device tracking enriches collected data, creates a realistic customer journey and shows the campaign attribution touchpoints – all good news for your marketing automation.
Successful marketing automation results in personalized and timely messages. It’s been proved multiple times that personal emails attract higher readership, and nurtured leads generate 50% more sales.
So, treat your leads like individuals and see the results for yourself.
Those nice, clean, single-device conversions are increasingly becoming a thing of the past. It won’t be long before we look at tracking only desktop traffic the same way we now look at the iPhone 2.
Cross-device tracking builds high quality data – resulting in personalized advertisements, and profit for your company. So let’s track it all!
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