Multi Device Content Consumption and the Changing Marketing Dynamics

2017 is almost moving towards its end, and it has proved to be another great year for online businesses owners. The ecommerce industry has stepped out of the infancy and retailers as well marketers are going an extra mile in an attempt to cut through the noise and clutter. The industry is so mature that some retailers are taking about drone shipping and same day deliveries. Amidst the chaos, the exponential rise in multi-device content consumption has emerged to be the biggest challenge for marketers and is expected to increase even further in the coming years.

Due to the abundance of available devices, the customers today are far more demanding and want more control over the buying process. And the competition in the digital industry is so intense that you cannot undermine the importance of customer centricity. Moreover, you must be present on every new channel if you want to reinforce your brand voice. In the world where 90% of all media interactions are screen based, and 70% of digital users are accessing the internet using multiple devices, there is no other option for marketers than to keep up with the pace.

The New Room of Opportunities

Where some think it’s a challenge, some marketers see this is as a new room of opportunity. The increased number of channels has also empowered marketers with more platforms for efficiently targeting customers.� However, for this marketing strategy to work you must learn to “improvise, adapt and overcome”- the unofficial slogan of marines are powerful words to live by.

Improvise

The first step is to improvise by providing a seamless user experience across all devices and viewports. Users want your website to perform efficiently whether they are accessing it through mobile phones, desktops or any other device, the speed, the UX, and the UI must be optimum.

Adapt

In order to adapt to the changing dynamics, you must tailor your marketing strategies as per customer’s behavior. Today, consumers spend more time on smart phones compared to desktop and tablets. This means that mobile optimization must be prioritized on everything else.

Overcome

Overcome the obstacles by bridging the gap the between the devices. 67% of the online shopper start shopping on one device and complete it on another. This means that if you fail to bridge the communication gap when customers are sequentially screening between the devices, the customer will fall into the limbo. Ensure that your checkout process is easy and flexible on all devices.

The customer will fall into the limbo. Ensure that your checkout process is easy and flexible on all devices.

In fact, most of the marketers admit to the fact that a comprehensive multi device marketing strategy is no longer an option; it’s a must have. In this infographic below, compiled by GO-Gulf Dubai web development company, you can see that 84% of marketers feel that must draft have a comprehensive multi-device content strategy to target customers on every possible channel.