Honoring Data Privacy Day

January 30, 2017
/   Data

Data privacy is a subject we take extremely seriously here at Conversant and in anticipation of Data Privacy Day, which took place on January 28, I sat down with Conversant Counsel and Manager of...

Happy Holidays from Conversant

December 16, 2016
/   Culture

Our digital audience is bot-free, but our holiday cards aren’t. Season’s greetings from a bunch of real, verified humans at Conversant.

Conversant Launches Header Bidding

November 30, 2016
/   Product

I’m excited to announce that header bidding is now available to all of Conversant’s publisher partners. In case you’re wondering: What’s header bidding? It’s a solution that allows publishers...

3 Essentials To Amp Up Your Creative Job Search

November 9, 2016
/   Recruiting

In an ever-changing, highly-competitive digital age, landing your next creative gig can seem overwhelming. Being a good designer and/or developer doesn’t cut it. Presenting your background in a unified, well-organized manner, is critical. Recruiters...

THINK YOU KNOW YOUR CUSTOMERS? ODDS ARE, YOU DON’T.

September 29, 2016
/   Epsilon

If digital marketers want to make an impact, they know they need to recognize their customers across all their devices and channels, in order to deliver consistent, compelling experiences. I’m not just saying that....

How Transparency Can Help Solve Ad Quality

August 11, 2016
/   Ad Quality

Ad quality is a hot topic for digital marketers, who are hunting for ways to improve viewability and ensure brand safety. But the hardest to solve may be ad fraud. The Association of National...

Conversant & Epsilon Care

July 11, 2016
/   Culture

With our deep commitment to corporate social responsibility and community engagement, Conversant and Epsilon associates were thrilled to once again participate in the Chicago Cares Serve-a-Thon, Chicago’s largest day of service. Each year, the...

Understanding Personalization

January 22, 2015
/   CRM

A study conducted by market research and insights company Ad Perceptions and Conversant revealed that 73% of agency and brand-side marketers agree that personalization represents the future of digital. But if you spend any...

THINK YOU KNOW YOUR CUSTOMERS? ODDS ARE, YOU DON’T.

September 29, 2016
/   Epsilon

If digital marketers want to make an impact, they know they need to recognize their customers across all their devices and channels, in order to deliver consistent, compelling experiences. I’m not just saying that....

THE BEST MOBILE PLATFORM, VALIDATED

October 1, 2015

Conversant just took home the Mobile Media Summit award for Best New Technology/Publishing Platform for Mobile. A glance at our numbers makes it clear why we came out on top: We accurately reach over...

Conversant Knows How to Have Fun

January 21, 2015
/   Corporate

It’s no secret that during Q4 at Conversant, things can get a little hairy, with holiday client campaigns, Black Friday deals, Cyber Monday madness and everything in between. But, we do our best to...

How Transparency Can Help Solve Ad Quality

August 11, 2016
/   Ad Quality

Ad quality is a hot topic for digital marketers, who are hunting for ways to improve viewability and ensure brand safety. But the hardest to solve may be ad fraud. The Association of National...

A Final Look Back at 2015

January 8, 2016
/   Corporate

2015 was quite the year for Conversant, and before we’re knee deep in 2016, I think it’s important to take a quick look back at some of our accomplishments throughout the year. On the...

How Conversant and FIA make every second count

March 4, 2015
/   Corporate

When a child is abducted, a tornado warning is issued, or a regional alert is declared, spreading public awareness is essential as precious minutes and seconds can save lives. That’s the driving insight behind...

Demand Even More Than 100% Viewability

December 15, 2015
/   Ad Quality

If our industry had a buzzword bingo card, “viewability” would be on it. It dominates our daily conversations, overshadowing other important factors that are required to ensure true ad quality. Conversant has been at...

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Building on Part 1 of this post, increases in the adoption of mobile devices among consumers and the the amount of connected time being spent on mobile devices have revealed telling patterns regarding consumer shopping habits. A full 82% of smartphone owners report having used their phones in-store. And they use their phones for a variety of mobile activities including comparing prices (58%), getting product information (38%) and looking up product reviews (22%).

But cross-device connectivity is changing more than consumers’ in-store behavior.

MCommerce
Consumers are now driving the emergence of mCommerce, or the purchasing of goods through a phone. According to a Piper Jaffray and eMarketer study, mCommerce now makes up more than 15% of total eCommerce. As such, companies are aggressively investing in growing their mCommerce businesses, with CPG being one of the leading categories. In-store coupons, product info searches, and other app-delivered messages and offers are helping lead the CPG mCommerce movement.

There is some debate over whether tablet purchases should be classified as part of mCommerce or part of desktop commerce, but the growth in the usage of tablets and purchases made via tablets lends further support to the case for cross-device marketing.

Multi-Device Shopping and Buying
As a consequence of consumers’ increased migration between devices throughout the day, we are finding that more and more consumers are initiating purchasing decisions on one device – through information gathering, price comparison, or searching for reviews – and completing the purchase on another device. Over two thirds of respondents to a 2013 Google and IPSOS study reported such behavior across a variety of industries.

Cross-Device Marketing Receptivity
There is also growing evidence that consumers respond to cross-device marketing programs at far greater levels than they do to single-device programs. This is because cross-device programs provide a more complete view of the user, allow for messaging at more opportune moments, and leverage richer user insights for optimization. Average engagement rates for cross-device programs were 3.4 times higher than for single-device and conversion rates were even more effective at 5.4 times single-device programs.

What To Do Now?
Whether you are just starting to embrace cross-device’s potential or are looking to optimize the results of your current cross-device efforts, I would offer the following suggestions:

Truly commit to taking a cross-device approach
In today’s hyper-connected world, cross-device capabilities are absolutely essential. Personal internalization of this reality is not enough however. Successful cross-device programs require a fundamental shift towards consumer-first thinking throughout a company. Be an agent of change and push to raze the device and information silos that may be standing in the way of your cross-device marketing vision.

Strategize before you act
Resist the temptation to jump right in without a plan. The most successful cross-device programs start with a sound strategy that takes into account both your target audience and your specific business objectives.

Research your target
The more you know about your target audience, the easier it will be to find and engage them across their various devices. Staying abreast of the latest trends in consumer behavior through ongoing market research and analysis will help in getting you – and keeping you – on the right track.

Think in terms of data, delivery, and measurement
Cross-device encompasses more than simply delivering ads on multiple screens. You must first aggregate user data under individual anonymized profiles to identify the right users to target. Once this has been done, you must be able to deliver relevant ads to the same user across their devices. And finally, you need to be able to measure your programs in order to optimize them against a user’s cross-device behaviors.

Following these four steps alone won’t ensure cross-device success, but deviating from them will likely spell trouble. Use them as a starting point as you define your own cross-device marketing vision.


Ready to learn more? Download Understand the Cross-Device Consumer in Just 15 Minutes to learn how cross-device behaviors are changing the consumer landscape.

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