Consumers today receive and digest content across a varying array of channels. In today’s time, the consumers are more connected than ever before- constantly checking social media apps, emails, and even interacting online via voice technology. So, how does programmatic advertising fit into the efforts of advertisers to reach their prospective audience across these differing platforms offered by various vendors?
Cross-Channel Marketing vs. Cross-Platform Marketing
Cross-Channel marketing refers to the marketing accounting for and translating across the multiple content-delivery options on these devices. Examples of these channels include social media pages, websites, apps, streaming video, email, radio, television shows and print products.
Cross-Platform marketing refers to the marketing that is tailored to the types of devices that consumers use in order to receive and digest content. Some good examples of platforms with which consumers engage are tablets, laptops, cable or satellite television services, smartphones, radio, and print media.
Segment Your Research
While researching about customers and prospective buyers, it is important for brands to analyze both demographic information of consumer and their target consumer’s use of content channels and platforms.
Based on buyer demographics, a marketing firm might know that it has two or more different target audiences. However, it is required of the businesses to reach these target audiences by using multiple media platforms. For instance, a business catering to men might need to create and send one type of marketing message across tablets and smartphones to reach its younger customers when creating different messages for laptop viewing to reach older customers.
Think about Timing
Though the consumers tend to have their own preferred platform for consuming content, this does not imply that they have always got access to the platform of their choice. Rather, consumers tend to use more than one platforms depending on context, time of day, and the activities that they are engaged in. For example, people engage with computers while at work, look at their smartphones during dinner, use tablets while rooting for their kids at a soccer game, and listen to satellite radio in the car.
You really need to anticipate as a marketer and respond to this use of multiple platforms across varied contexts. As a matter of fact, you and your team should think carefully about how to serve content across various platforms in order to maximize consumer engagement and exposure. Additionally, you must also think about when it will be read or heard. One of the best practices in this regard is sending your messages across multiple platforms and channels for maximum penetration and repetition.
Learn the Technologies
Someone from your content team must understand the best practices of content creation for tablets, mobile devices, and computers. They should also understand who is most likely to use each type of device and who among the prospective customers are likely to use multiple platform. Additionally, you must have team members who understand which audiences use which content channels. The platform and channel experts on your content team must be able to communicate what they know to the media planners and writers, buyers, editors, tech teams, and freelancers who work alongside you.
Tailor Your Content
Just having an understanding of who is using what media devices and how these technologies work is not enough. One must also have a good grasp on how the consumers use technology in order to consumer content and how to create the most effective messages for every channel. To enhance these goals, you can consider holding a monthly educational session for all the members of your content team to discuss about your customers and to present research on where, how, and with what tools they are consuming your content.
Expand Your Discussions with Programmatic Ad Sellers
When you work with programmatic ad sellers, talking about audiences is only the beginning. It is also required of you to discuss platforms. All this will help you to better gauge your numbers, to develop media buys with better ROIs, and to create better media plans. Good media planning looks for programmatic platforms that have specialization in one type of media channel, as well as for programmatic ad sellers delivering to audiences across multiple channels.