Consumers use more and more devices and more terminals to access the network, which makes their browsing experience increasingly complex and the stimuli they receive – and those that brands must take advantage of – are increasingly varied. According to a recent study by Adobe on Internet content and means of accessing it, consumers use an average of 6 terminals to access information online. In addition, as the average age of consumers falls, the more likely they are to use more devices than the average to access content. According to the study data, millennials use 7 terminals on average.Using so many screens has a direct effect on your consumer habits. 88% of consumers admit, in fact, that it is multiscreen, using an average of 2.42 screens at the same time. Users recognize that using all of these screens simultaneously makes it much easier for them to pay less attention to content. 40% of those surveyed admit that they feel distracted while using these terminals simultaneously, in fact.

But beyond the different problems in access to information that this entails and far beyond how much it may cost – or not – for companies to capture the attention of the consumer in this new ecosystem, the fact that users jump From screen to screen, companies face a whole new dimension of problems. Your strategy has to adapt to this  Sweden phone number list   new reality. Brands will have to be able to jump with them from screen to screen and will have to be efficient in taking advantage of the possibilities of each of those screens. And that is where cross-channel marketing comes into play, or multi-channel marketing in its translation into Spanish. The starting point of multichannel marketing is precisely this increasingly complex reality that companies face and its objective is to allow firms not only to navigate these increasingly complex waters but also to get the most of the benefits possible.

If the consumer first looks for information from their mobile device and then turns on their computer and insists on the same topic again, the brand should be able to accompany them throughout the process and position themselves at the most appropriate moment in order to reach the potential customer. . The same happens when you think not so much about physical supports as about online destinations. If Internet users jump from Facebook to their favorite communication medium and then do a search on Google, the brand has to be able to be present in all this process.

The potential of this situation is very high, although brands still have to apply many elements to be able to take advantage of it to the maximum functionality. According to a study by eConsultancy and Adobe, only 14% of brands have an integrated approach across all channels and across all their campaigns. 29% do so in most of their campaigns and 46% in some of them. 11% indicate that they do not carry out an integrated approach in any of their marketing campaigns.

The figures are also slightly less positive in Europe, where 12% indicate that none of their campaigns is integrated (compared to 5% who respond the same in North America) and only another 12% have integrated all channels in all campaigns (compared to to 29% who have done so in the North American market).That there are companies that are still leaving cross-channel experiences somewhat aside is a strategy error: not only are consumers increasingly present as such in a way, so to speak, more fragmented, but also the impact that campaigns multichannel have on the results of the marketing strategy of companies.

Thus, 38% of companies and 42% of agencies say that using a management tool that allows the creation of cross-channel campaigns has a high impact on the results of the campaign. 42% of agencies also believe that using these tools has a high impact on their clients’ campaigns. And 50% of both agencies and companies consider that it has a medium impact. The figures of those who consider that the bet on the cross-channel has discreet results are quite low. 12% of the companies and 7% of the agencies indicate that these campaigns have a low impact and 1% of the agencies but 0% of the firms indicate that they have no impact.

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