Five ways to improve your cross-device marketing
Mobilegeddon happened over a year ago.
So we have all known for quite some time now that marketing needs to work well across channels and devices.
Mobilegeddon happened over a year ago.
So we have all known for quite some time now that marketing needs to work well across channels and devices.
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?
Mobile commerce has witnessed staggering growth over the past few years.
We have been monitoring this activity for the past five years and in that time we have seen the share of mobile traffic increase from just 2%, to in excess of 50% of clicks through a tablet or smartphone.
With the rise of cross device tracking, it is perhaps timely to consider the true length of customer journeys and whether as a result, cookie lengths should be revisited.
Customer journeys are becoming increasingly complex.
Not only are they across multiple channels with multiple touch-points, they are also spanning multiple devices.
75% of Londoners use tfl.gov.uk. The site gets around 8m unique users a month and each year receives 250m visits and growing (see the chart below).
So, a recently released beta version of their newly designed site is sure to generate a fair amount of user data.
I took a look around the site, to see what kind of user experience TfL (with BAE Detica and we are experience) have delivered.