Have you ever heard of multi-device or cross-device marketing? These practices are numerous among consumers. This is for example the idea of looking at the price of a pair of shoes on a computer after having seen it on Facebook from your mobile when you were on the bus to go to the office. In other words, you have already gone through 2 different screens in order to view and/or purchase a product. You have done cross-devices without knowing it!
The challenge of a multi-device marketing strategy
These cross-device behaviors are common among consumers. Whether they realize it or not. On the brand side, this generates a number of questions and challenges that need to be answered. What remains the most complex is to be able to determine and recognize the user through the different terminals he uses throughout his journey. Tracking a user from one terminal to another is particularly difficult!
A method increasingly used by brands is the cross-device retargeting. This practice consists of retargeting a user on a different device than the one he used to consult information on a product in the first place.
An example of multi-device retargeting is for example to re-offer a product (on his computer) to an individual who left a mobile application without having ordered it. The idea is to encourage conversion from the computer, thinking that the Internet user will certainly be more comfortable making the payment.
It is obvious that cross-device retargeting also works by re-offering a product via a mobile if it has already seen it before from a computer.
Towards more conversions with cross-device marketing?
Cross-device techniques allow companies to convert better because Internet users most of the time use two devices before finalizing their purchase journey. Take advantage of this trend!
The challenge is then to offer a set of media adapted to mobile browsing and which load quickly (on mobile, tablet, and all desktop formats). It's also about avoiding too many steps along the customer journey, which drives people away. It's up to you to propose a website cross device friendly !
In any case, your main problem is to manage to set up a system allowing you to follow your customers on the different terminals they use in order to consult your website for example. Having such a follow-up will then allow you to set up an optimal multi-device marketing strategy. Understanding the browsing behavior of your visitors will allow you to perfectly adapt your offer and your marketing messages afterwards!
