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BizReport : Mobile Marketing : October 01, 2014

How multi-screens are changing brand interactions

For the first time in history brands and marketers can engage with consumers anywhere - at home, at work, in-store, online and offline. No matter the device, brands and consumers are finding one another and connecting. The key for solid connections, though, can still trip up marketers.

by Kristina Knight

Kristina: How should marketers think about multi-screen marketing moving forward?

Ben Witte, Head of Mobile Growth, AdRoll: I urge marketers to adopt a mobile-first, but not mobile-only mindset. With more than 50 percent of visits coming from mobile devices for many websites, and over 70 percent of purchases starting on one device and finishing on another, it's time for businesses of all shapes and sizes to rethink their shopping experiences and marketing strategies to be optimized for the mobile world - despite the challenges that still exist.

Kristina: What cross-devices strategies and technologies are working best for marketers?

Ben: One of the use cases we're seeing tremendous success with is mobile app promotion through cross-device retargeted app install ads. This enables marketers to promote their mobile app to users who have visited their website before or made a purchase. This is leading too much higher quality and higher lifetime value installs.

In one instance, a large retail client of ours determined through deep analysis that a user who has made at least one purchase on their website and then also downloads their app has, on average, a 20 percent higher customer lifetime value. That's incredible! Naturally, this customer began to run cross-device retargeted app install ads to their website visitors to drive mobile app adoption to their most engaged and valuable users.

Kristina: What are the biggest challenges facing brands today?

Ben: Brands must now keep tabs on customer engagement across a myriad of touchpoints in order to create a consistent brand experience. To avoid that nightmare, brands must continually strive to understand their customers' interaction patterns across all channels.

Once a multi-screen strategy is in place, cross-device targeting, attribution and measurement rise to the top of the challenges. With so many touchpoints, it is increasingly difficult to determine which one -- or combination thereof -- drove a conversion. Single-touch attribution, the most popular attribution tool, falls flat in a multi-screen world.

More from AdRoll and Ben later this week, including the importance of attribution for cross channel strategies.

Image via Shutterstock

Tags: AdRoll, mobile marketing, mobile trends, multi-device marketing, multiple device use trends

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