Tablets, smartphones and personal computers are officially the new big three for digital marketers. New research has found that digital marketers are buying in on those channels in a big way, too, spending 30 percent of their digital marketing budgets on cross-device campaigns.
That spending is the result of marketers trying to cater to changing attitudes of consumers. Eighty-nine percent of marketers say they are attempting to reach the same user on multiple devices. Marketers say that highlights how active consumers are on multiple platforms.
Marketers also say the move to cross-device marketing is all about reaching consumers in the way that makes consumers most comfortable. Seventy-five percent of media buyers believe that campaigns reaching across PCs, tablets and smartphones are more effective and yield better results than campaigns on a single device.
"More and more buyers say that cross-device marketing is a ‘need to have’ in 2013," said Kurt Hawks, general manager for Greystripe, which conducted the research along with ValueClick Media. "Clients tell us that user-to-device matching methodology matters, but it requires more complete, actionable data gleaned from a deeper knowledge of user interest, behavior and purchases across devices. Really, both the data and methodology are essential to a client’s end goal—reaching the consumer wherever they spend their digital time."
Despite wanting to market across multiple channels, respondents admit there are also a few worries in the process. Eighty-four percent of respondents say that implementing the targeting measures of campaigns can be a challenge, while 83 percent of respondents added that the ability to optimize their campaigns across devices is a concern.
Respondents to the research had spent more than $1 million in display and mobile advertising in the past year.
Originally published on BusinessNewsDaily.