The Cross Device Challenge

Today we’re all multi-screen consumers, and often, we’re using multiple screens at the same time. Marketers are struggling to at brands can't confine themselves to these outdated distinctions? Frankly, it is because technology has not kept up with reality.

From the perspective of a B2C marketer, the data being gathered by analytics tools on owned-and-operated sites suggests that most marketing campaign value comes from desktops, where — it is believed — the majority of conversions are happening.  However, the evidence also shows that a lot of consumer research takes place on mobile devices.  Unfortunately, most data can’t tie that mobile research to conversions on other devices.  As a result, there’s no credit given where it’s due.

So although marketers are turning to data to guide the strategic decision-making process, there’s a black hole when it comes to consumers’ cross-device journeys.

In contrast, here’s what a unified approach looks like, and the solutions it offers:

Customer Understanding

Each time a consumer engages with a brand on a device is an opportunity to learn more about them. Smartphone browsing may spike between 7:30 A.M. and 8:30 A.M., while tablet activity may be focused on, say, shopping for women’s shoes and behavior on a laptop might indicate that the user lives in New York. By unifying all this information, marketers can create more relevant, engaging experiences for their potential customers.  This level of understanding builds customer loyalty and can be fed into all facets of the marketing ecosystem to drive media targeting, optimization, A/B testing, MVT testing and an overall enhanced customer experience.

Accurate Analytics

For customer acquisition pros, the real value of exposure can be better understood once there is visibility across an entire plan and devices.  A 360-degree view of all “ingredients” in a successful customer acquisition campaign provides a huge leap forward from the old silo-ed perspective.  Furthermore, marketers responsible for managing the customer experience on owned-and-operated properties can understand each device’s role in the customer journey and where conversions actually take place.


When marketers are able to provide consumers with messaging that evolves across devices, it results in better online experiences.  Unified, sequential messages are more personalized, leading to higher brand loyalty and increased revenue.  For example, the customer shopping for shoes on a tablet can receive a call-to-action message when she transitions to her laptop.

As you can see, there are many different ways that cross-device technology can unify the customer experience and improve marketing results. And it’s exciting to know that these obstacles are finally going the way of the rotary phone.