Digital usage is now used across multiple devices. Time was when the lap top or desk top computer was the place where consumers did their online purchases. With the rise of the mobile phone it now means that consumers can use up to 3 devices in one day . Here is a typical example: users will research on their lap top at breakfast, work on their smartphone on the way to work and make a purchase on their work computer later in the day. What this means is multiple online devices are being used all with different screen formats and a unique psychology applicable to each device. Of greater importance is cross tracking, that is ensuring that the initial click at home can be tracked across devices therefore allowing advertisers to better understand how business campaigns are working. The add on to this is instore conversion tracking, where sales are made at a bricks and mortar outlet.
If your media policy, media strategy, media planning , media buying and media audit have not take into account cross tracking as part of your plan it's time to contact an independent media specialist. Media Futures presents industry based articles as a means to provide updates on improving ROI on your media investment.