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Cross-device marketing - how to make customers happy every time they connect online

Published: 8 June 2017
Cross-device marketing - how to make customers happy every time they connect online

A question for you. What are you reading this article on? A desktop computer? A laptop? A mobile phone? A tablet?

If we looked at Australian internet user research figures, we could take a guess and say there's a slightly greater chance that you're on a desktop than a phone. Possibly on a laptop. But quite unlikely on a tablet.

Why is this important? Because the devices people use to access web content is starting to have a big impact on customer relationships, sales and ROI.

It's about more than just the device we use

Today, we can't afford to just assume how people access our websites, emails, social pages and more. Many existing and potential customers use a variety of devices to research and buy online.

This means that question we asked can vary greatly depending on:

  • where you are right now - at home, work or out and about
  • where you are at home - working or studying, on the couch, in bed, etc
  • the time you see this article
  • your age
  • your location - city or rural
  • what you're trying to do online

Knowing your audience online buying decisions

Easy access to the web, anywhere and anytime, is changing the way people shop online.

Recent research conducted by Criteo revealed that almost 41% of all online transactions in Australia take place across two devices.

Knowing the devices your audience use, and their path to purchase, can help you tailor their experience.

For example, a woman on the way to work might:

  • check her email on her smartphone and find an offer from a favourite store
  • do research over lunch at her desk PC to narrow down her choices
  • on her way home, use her smartphone to confirm her choice and add it to the shopping cart
  • once she is back home, use her laptop in the living room to complete the transaction.

What can you do to help her?

When you can map this customer's journey, and better understand her buying habits, you can:

  • make it easy for her to pick up from where she left off
  • offer customised promotional deals or offers
  • hold an item for her to be collected from her favourite location.

Today, customers look for instant personal, meaningful brand experiences. For many people, especially the growing millennial segment, cross-device marketing can play a big part in achieving this.

Cross-device means a mobile and computer-friendly strategy

Going mobile is smart

The Criteo research revealed that mobile was the preferred device to do an online transaction:

  • 45% of all online purchases are completed on a mobile.
  • 27% of all cross-device transactions start with a smartphone

As business owners, knowing this information helps us fine-tune our campaigns, ensure our sites are mobile friendly all the way to completing a purchase.

Or, we could create an app to cater to these buyers. Around the world now:

  • Mobile apps purchases account for 55% of mobile transactions

People buy bigger on desktops

Cross-device monitoring also reveals the degree of influence of time of the day and other factors can have on the purchase decision.

On average:

  • Desktop purchases are high during work hours and mobile devices are preferred during evenings and weekends.
  • People prefer to transact orders of $100 and above on desktops.

So, without a cross-device strategy, you risk:

  • annoying customers that you don't recognise when they come back on different devices
  • wasting ad dollars by targeting wrong people
  • sending inappropriate messages instead of up-selling or cross-selling
  • missing vital insights that can help in creating campaign strategies and budgets
  • lacking critical information on the customer's journey and brand experience. 

How do you develop a cross-device strategy?

Whatever the size of your business, now is the perfect time to start focusing on ways to effectively connect with and promote to your audience based on:

  • the device they are using at the time
  • their journey from browser to buyer.

You can make this happen by:

  • Learning from new and existing customers - interviews, surveys
  • Looking closely at your Google Analytics reports
  • Mapping out common customer journeys
  • Developing marketing strategies around these journeys
  • Creating mobile-friendly websites and emails

And if you need some expert help creating a great customer experience on every device, talk to your local Snap Centre today.

Author:Snap Marketing
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