Does your marketing suffer from memory loss when customers switch devices?
The proliferation of consumer devices means marketers must find ways to account for an ever more complex buyer journey. Columnist Josh Manion details the steps along the road to gaining a true picture of you customer.
With the holidays rapidly approaching, marketers are busy finalizing plans to engage buyers and capture share of market. But what happens when the best-laid plans go awry as the team attempts to optimize the customer journey without the ability to identify unique buyers across digital devices?
We talk glibly about stitching data across channels and devices to reveal the customer story at each touch point. As marketers, we want to launch campaigns and engage buyers from moment to moment as they click into digital ads, search our websites, open our mobile apps and otherwise respond to brands in the digital and in-store worlds.
Unfortunately, traditional ways of identifying users create a big hurdle to identifying them as they switch from one device or channel to another. With conventional data collection, a shopper with two devices becomes two different people, creating a disruption in how the marketing team orchestrates and analyzes campaigns across the marketing technology stack.
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