Although mobile data usage has risen 69 percent in the last year, tracking users across devices and channels continues to be among the biggest challenges for today’s marketers. Only 3 in 10 reported using cross-channel tracking to eMarketer, and 65 percent shared that they do not understand how their customers use devices differently, let alone know how to track customers across different devices while logged into the session. While cross-channel strategy creates the opportunity to utilize highly specified and relevant targeting, best practices for implementing this tactic must first be understood for advertisers to truly take advantage of its benefits.
The cross-targeting opportunity
Gartner forecasted that 4.9 billion connected devices will be in use this year — desktops, laptops, tablets, smartphones, wearables, and more — and brands have an immeasurable opportunity to reach consumers on a more engaging, personal level. For example, some of today’s most savvy marketers secure repeatable engagement by delivering tailored content at a time of day and location that’s relevant to each individual consumer.
When it comes to cross-device and cross-channel practices, the prevailing sense is that there is an abundance of data out there to mine and harness for widespread targeting. However, most of the data today’s marketers employ for these efforts is not used optimally to deliver the best user experience and content to consumers. By failing to take relevant data and utilize it specifically for more effective and appropriate cross-device and channel targeting, many marketers are leaving money on the table.
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