Consumers are increasingly moving between multiple devices—and sometimes using two simultaneously. Chances are, as a marketer, you've been thinking about this more than the average person. I get it. As the CEO of an automotive marketing and advertising company, so have I.
I'm constantly looking for the most effective way to connect with in-market auto shoppers, and right now, I know that being on every screen is one way to do it. Here are four reasons why.
1) Shoppers Are on Every Screen—All the Time.
It's no secret that today's consumers are more connected than ever. They are reading the news, shopping for shoes, and researching their next big investment (home, car, college) on laptops and desktops, smartphones, and tablets, and constantly shifting between the three. In fact, 98% of viewers move between devices in the same day.
In what ways are you making sure your message is everywhere? Have you been buying across all screens? If not, why?
2) People Are Viewing a Lot of Content.
According to a 2013 J.D. Power automotive study, shoppers visit an average of 10 auto sites before making a purchase. Every one of those visits is another opportunity to engage with customers, but because the other guys are out there vying for attention too, brands must cut through the noise and find a way to stand apart. Most important, because authenticity is an inherent value that resonates with shoppers, brands must keep content fresh while staying true to their core identity.
How are you connecting with your audience while staying authentic?
3) Great Experiences Rule.
People expect to be able to easily find what they're looking for, not feel overwhelmed, and get content that is relevant to them. Their complete digital experience—whether it's a website or an ad—needs to be easy and intuitive. But in order to truly deliver the right experience, you must first understand behavior. For example, a friend of mine was recently car shopping for his son, and when I asked him how it was going, he told me something very interesting. He said that when he was at home, he researched vehicle specs and browsed photos on his desktop. When he was out and about, he used his smartphone to locate dealerships and access mobile-exclusive discounts. In other words, the device he was using dictated his content needs.
Knowing that no one piece of creative will work across every screen, are you ready to execute with the right creative (including HTML5)?
4) Data Is About to Get Way Bigger—and Smarter.
Right now, we are focused on optimizing across three screens, but it won't be long before we're strategizing for hundreds or thousands (think watches, refrigerators, and, of course, vehicles). In the future of the Internet of Things (IoT), anything that can be connected will be connected. This technology shift is happening now. Know that if you're not already perfecting your data-driven strategy, you'll soon be playing catch-up.
How are these advances in technology changing the way you think about your cross-screen strategy?
The Bottom Line
While 67% of marketers listed cross-channel marketing integration as their top priority for 2014, only 10% believe their messaging is aligned across all touchpoints.
Be a trailblazer and take advantage of this opportunity to be at the forefront. As cross-screen usage becomes more and more a part of your shoppers' day-to-day lives and is fully integrated into the research and buying process, having your message out there—everywhere—is the only way to stay front and center. At the end of the day, if you're not advertising across all screens, you're reaching only a fraction of your audience.
- Think with Google, The New Multi-Screen World Study, August 2012
- J.D. Power, 2013 New Autoshopper Study, September 2013
- eMarketer, September 2014