Multichannel marketing ‘increasingly important’

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Over a fifth of the UK public uses three devices a day, with smartphones, computers and tablets the most popular, according to a new report from Facebook and market research company GfK.

Of the respondents in this category, 73 per cent switch between each platform mid-activity – for instance, they might browse a website looking for an item on their phone before switching to their laptop to make their final purchase.

What does this mean for companies hoping to market their services online? To some extent, it is a big opportunity – the more time people spend on the web, the more likely they are to stumble across digital advertising sending them in the direction of a sale.

However, it also means that firms need to ensure they can offer a strong customer experience across a variety of platforms. Ideally, this will be a linked-up service, in the sense that a consumer will be able to seamlessly switch from phone to laptop without noticing any change in their browsing approach.

Mark Bulling, Europe, Middle East and Asia measurement lead for Facebook, told the Drum that a lot of people now use different devices to access the internet on a regular basis.

“Facebook is one of the activities where there is a really prominent trend across those devices, along with email, it’s one of the things most likely to occur wherever you are,” he added.

Oliver Robinson, GfK research lead, added that the shift tends to be from a smaller to a bigger device, as the latter is more convenient when it comes to adding data, typing or purchasing items.

Furthermore, there may be a lasting impression that laptops and desktop PCs are more secure than their mobile counterparts, although this is not really the case.

Mr Bulling and Mr Robinson called for brands to offer consistent services across all their platforms if they are to stand out from the crowd and attract new customers in the mobile era.

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