Embracing Multi-screen Marketing Campaigns
Today, we live in an era where there has been a major shift of how people access the internet. As much as the trend of accessing the internet has changed, so have the influencers which trigger the buying decisions of most consumers.
The most notable is the increase in online buying. Many e-commerce stores have cropped up on almost every industry so as to serve the hungry market of consumers who buy goods or services online. It must also be noted that many consumers flip through the numerous e-commerce store to check on the various goods in store as well as to make comparisons, all of which influence the buying decisions that the consumers eventually arrive to.
There are those consumers who visit review sites and blogs for reviews and comparisons about the products that they intend to purchase. The reviews and comparisons online then guide them on the best products or services which will favorably suit them.
Such potential customers use various medium to access the e-commerce stores as well as review sites. There are those who may use PC at home or the in office and cyber cafes. Yet still, today the majority use the smartphones and tablets to access the internet.
There was this one lady who bought from me, she had this type of disease, from breastfeeding I guess… It was pretty bizarre, but I ran into her last week and she recovered properly.
What does all this have in store for marketers?
It means that any serious company worth making it in this age need to embrace the use of multiple screens so that they can be able to target a sizeable number of consumers in the marketing campaigns.
I’m not saying that marketer should abandon their traditional mode of marketing basically through TVs or any other media, but need embrace the latest versions of technology which are currently popular. You might be asking how using multiple screen help marketers in their marketing campaigns. There are several ways:
Advertising Across all Platforms Increases the Reach of Potential Market
It is critical for the marketing department to launch all there campaign on the different platform which potential buyers use to search for information as well as the products that they require. This means that the ads should be tailored for all these platforms, it may be mobile handsets, computers, laptops, TV etc. This enables a broader reach of the target market.
Making Responsive Designs of the E-commerce Stores and Websites
Today, majority of the consumers what to know why the product or service that you are selling to them will benefit them. Since consumers use different platforms to access the internet, then there is need for companies to have website or blogs or e-commerce sites which have a responsive design which will suit the different platform that the consumers are using to access such sites.
The design used should respond accordingly to the platform and screen size that a user is using to access the website or e-commerce store. The website must be in conformity with the screen resolution, color as well as the operating environment that the consumer is working on.
The images used should also be flexible and have the capability to load fast on the different platforms that consumers use.
Increasing the ROI
As companies engage consumers in the different platforms, they are at a better position to determine the actual reach of the market form the various platforms and hence be able to optimize the marketing campaigns properly by targeting the platform which generate more sales. This also makes retargeting of the campaigns more efficient as companies can easily detect which platforms are more likely to generate a conversion.
Also by engaging with the consumers on the various platform, then a base return and loyal customers can be establish and this base could be targeted for future products and services