Cross-Device Targeting and Marketing: The Ultimate Personalization Tactic
Your customers don’t shop in a single channel. In fact, more than 40% of online adults sometimes start an activity on one device only to finish it on another.
What’s interesting is that when consumers shop in-store, many often make their purchase decisions – such as merchandise, brand, etc. – before stepping foot inside the store. But when shopping online the average shopper visits nearly three sites. Three in 10 shoppers visit only one site but over 50% visit two or three sites and 11% visit four or more.
This represents a challenge for marketers who strive for a holistic, single view of their customers. How do you identify someone who browses your site on a mobile phone as the same customer who also browses on a tablet and computer?
Cross-device marketing is no longer hypothetical. It is not only possible to identify shoppers when they’re at home, work or on mobile devices, but you can also serve up messages that are personalized, targeted and consistent no matter where they are. You can even measure the results.
How Does Cross-Device Targeting Work?
Let’s say someone opens an email from you while she’s on her work computer and browses your site – during her lunch hour, of course. She adds some items to her cart but doesn’t complete the checkout. You captured her browsing history and cart info so you can remarket to her. But, later that night when she’s at home, she visits your site on her iPad and completes the sale she started earlier that day. You now know she’s the same customer and you can tie all of her data from her work computer and iPad into a single profile.
Similarly, if she purchased something from her home computer but opened and clicked on the shipping confirmation email at work, you can tie the two separate accounts together.
Taking it a step further, if someone simply browses your site on one device but opens and clicks on the retargeting email on a different device, you know it’s the same shopper. You can then combine the browsing history with the purchase history, ensuring your retargeting campaigns are as accurate as possible.
With the right technology in place you can bridge the gap between devices and merge all data points.
Why is this Tactic an Advantage?
Customers expect you to know them. They expect to be treated as individuals and they want a seamless and consistent experience with your brand every time they interact with you. To them, it doesn’t matter if they’re browsing your site on a tablet one evening, reading an email on their phone the following day or placing an order on their work computer at another time. All that matters is that each experience is personalized to their needs.
Cross-device identification lets you focus on the shopper, not the device or channel. And it gives you more customer data – particularly browse data which indicates purchase intent – you can use to build targeted and contextually-relevant campaigns.
Enhancing Your Campaigns
Emails that include personal product recommendations have:
- Increased average order values
- Higher conversion rates
- Higher product discovery and customer loyalty
And when product recommendations are based on browse data, email clicks have increased an incredible 420%.
While you can include product recommendations in just about every email campaign, here are a few suggestions on where the cross-device browse data can make the biggest impact.