Multichannel marketing is a lot like cooking. It requires trial and error, and each company has its own acquired taste. But consumers have a broad palate when it comes to devices. According to “The Mobile & Cross-Device Study” by ValueClick Media and Greystripe, the average American uses three or more devices to access the Web. Hence, marketers need to integrate their channels, rather than serve them à la carte, to satisfy consumers’ tastes.
But cooking up new multichannel strategies doesn’t scare marketers. In fact, 77% of marketers surveyed deem cross-device targeting as important, and 89% say targeting the same user across different devices is critical. Likewise, 75% of media buyers say they’ve seen an increase in effectiveness with cross-device campaigns, according to the study. This sweet success has lead marketers to dedicate 30% of their 2013 digital media spend to cross device, compared to 24% last year.
Cross-device marketing can leave a bittersweet taste in marketers’ mouths as it creates new challenges, as well as new opportunities. According to the study, 42% of marketers say tracking and reporting complexities hinder them from greater cross-device advertising, and 28% say managing mobile, online, and tablet marketing as separate budgets creates an obstacle. In addition, 30% blame a lack of credibility in methodologies that connect devices as a barrier to better cross-channel advertising.
Despite the obstacles, marketers are willing to stand the heat to get a taste of cross-channel success. According to the study, 52% of marketers say cross-device advertising optimizes the performance of the entire media budget. Fifty percent add that cross-device advertising expands campaign reach, and another 50% say that cross-device advertising is cost efficient.
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