According to a summary and blog of properly communicating with customers across multiple devices by Neil O’Keefe, SVP of CRM and Member engagement, Data & Marketing Association (DMA), the challenge isn’t communicating to the device, its communicating to the customer. The right customer with the right message.
At DMA’s Annual event held this past October, “&THEN”, the leadership of several companies discussed the challenges of properly communicating with customers across multiple devices, finding that some marketers feel that marketing has been directed solely at devices since the advent of the smart phone, and that the need to return to marketing to people is an urgent need. Relevance is key, says the blog, and without it customers will tune out marketers.
The report shows stats across the industry to highlight the current state of cross-device marketing and its growing prominence in 2016 and beyond:
Consumers, on average, own 7.2 devices per household and are using 3 or more on a daily basis. Marketers typically only see one (Source: Adobe Analytics & ADI Device Use Survey) At our best, we only have visibility into a third of household devices. What vital information are we not capturing with this limited view?
For additional information from Data & Marketing Association, please visit here.