cross-channel

Cross-device measurement: what to look for in a solution

Whilst multi-device consumption is quite typical, for a marketer these usage patterns can be difficult to navigate and gaining a clear view of the user journey can be challenging.

So, how to improve cross-device measurement and deliver a seamless brand experience, with relevant, timely messages to audiences across all screens?

What does the rollout of Google cross-device conversions mean for marketers?

Cross-device conversions can now be reported at keyword-level in Google’s search, display and shopping ad products.

This means advertisers can optimise for cross-device conversions within their automated bid strategies, for example looking at cost per acquisiton (CPA) across mobile, tablet and desktop.

What does this mean in the context of other recent Google product updates?

Improving the multichannel customer experience

Whether you realise it or not, your company is in the user experience business.

Putting users at the centre of your strategy is key to a successful multichannel approach.

Here are five guiding principles to help you get it right.

Cross-channel advertising: The customer comes first

It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money.

Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days.

In fact, according to Google, more than 65% of its revenue comes from purchases that involve multiple touch points and 47% of revenue comes from purchases that span across several days.

The multichannel challenge: How luxury retailers can get it right

Multichannel retailing involves offering customers a variety of experiences and ways to buy, including brick-and-mortar stores, online shops, telesales, mobile and tablet commerce.

It covers transactions from browsing to buying and returning, as well as pre and post-sale service. For luxury retailers, this means more channels and more devices, across which quality, service and experience must be communicated.

The transition from bricks-and-mortar to clicks-and-mortar, although full of opportunity, is not without its challenges.

In addition to the generic challenges that come with updating a business model, the luxury sector, and indeed the department store luxury market, has its own set of unique challenges.

Companies more focused on acquisition than retention: stats

According to a new report, both companies and agency clients have a greater focus on customer acquisition than retention (44% vs. 16% for companies and 58% vs. 12% for agency clients).

Just 40% of companies and 30% of agencies have an equal focus on acquisition and retention.

The stats, from the Econsultancy/Responsys Cross-Channel Marketing Report 2013 show the difference between where respondents think the focus should be, and where they actually are.