What is cross-platform marketing and why is important?

Cross-platform marketing ensures that your marketing campaigns work across all devices and channels, including mobile devices, tablets, desktop, apps, mobile web, OS’s, and more.

The core elements of an integrated strategy are the structure of the team, the KPIs you measure and the technology stack you use.

Structure of your team

Eliminate silos and ensure your marketing campaigns are working together to create a cohesive and seamless brand experience for the customer.
One of the things you need to evaluate is the structure of your team. Do you have a different team for every channel? Or a team for your website and another team for your mobile app?
The best way to avoid delivering a fragmented experience to your customers is by creating customer-centric teams instead of channel-centric teams.

KPIs to measure

Equally important is the ability to measure the impact of this experience and to optimize results across all channels and platforms.

Most important KPIs to measure:

  • DAUs/WAUs/MAUs
  • User growth %
  • Number of sessions
  • Session time
  • Number of pages/screens visited
  • Number of downloads
  • Installs/Users ratio
  • Conversion rates (free to premium, checkout)
  • Social shares (“Virality index”)
  • Retention rate
  • Average Revenue Per User (ARPU)

Optimal technology stack

  • CMS (Content Management System)
  • Email platform
  • Social media tool (like Hootsuite, Buffer)
  • Marketing automation (Appboy, Leanplum, Hubspot, Salesforce, Marketing Cloud)
  • Conversion and testing tools (Apptimize, CrazzyEgg, Unbounce, Optimizely, KissMetric)
  • Deep linking (Branch, Firebase)
  • Ad Retargeting (AdRoll, Criteo)
  • Data and Analytics (Segment, Amplitude, MixPanel, Heap Analytics)

Understanding user behavior in a mobile economy

There are 9 forces that shape consumer behavior in the mobile economy, according to Anindya Ghose author of the book ‘Tap: Unlocking the mobile economy’:

  • Context
  • Location
  • Time
  • Saliency
  • Crowdedness
  • Weather
  • Trajectory
  • Social dynamics
  • Tech Mix

In the mobile economy, it’s important to know who your customers are. And know that the same customer can have different personas depending on the time of the day and the day of the week (parent mode, work mode, family mode, friend mode). Every customer does and wants different things when they are in parent mode than when they are in work mode. So, you will need to define various personas for each customer.

Location marketing techniques are very important in the mobile economy, like geo-fencing and geo-conquesting.

Geo-fence. It’s like a virtual perimeter that you draw around any location in the map to target customers that enter that location. This allows you to trigger the right message, at the right time and place.

Geo-conquest. It’s the use of location-based ads to attract customers away from competitors. The ads are served to customers that are visiting the competitor’store right now or have visited the store at some point.

According to a research study done by Anindya Ghose, geo-targeting delivered high coupon redemption, 2 to 3.6%. Compare to other marketing vehicles, this is a high response rate. For example, direct mail had a 1.38% conversion rate, and email 1.73%.

It also works well for in-app coupons. They did a study in 374 cities of Germany with the participation of 3,500+ firms. They divided people into two groups. For Group 1 the coupons were sorted by distance and with distance information. Some social psychology studies suggest that the person who is farther away from your store will need a higher discount to be incentivized to come to your store.
When factoring in the distance a potential customer is from the store into customizing the discount, the coupon redemption goes up considerably and so does the conversion rate.

To know more about geofencing:
Geofencing software for mobile apps
Geofence marketing guide
Geo-fencing, geo-targeting and beaconing when to use each one
Geofencing for app push notifications software

Crowdedness. We act differently when we are surrounded by strangers, for example when we are using public transportation. Does the fact that you are in a crowded place influence your response to the offers a brand sends to your mobile? The research conducted by Anindya’s team found out that when the level of crowdedness keeps increasing (passengers/m2), the redemption rate of the offers sent to your smartphone also increases.

More information about the 9 forces driving the mobile economy once I read the book 🙂

Key takeaways

  • Users expect a consistent experience across their journey, regardless of what device they are using. App installation is just the beginning of the user journey. The main phases of this journey are: Acquisition> Onboarding > Retention/Engagement > Monetization/Conversion
  • People are willing to exchange their information for relevant value. After a decade of studying the mobile economy, Anindya Ghose can say with certainty that nowadays increasing value (convenience) trumps (data) privacy concerns. Relevance (trust) remains an important pre-requisite. This is true for all countries.
  • Start from your team removing silos and organizing your people in cross-functional groups.
  • Unify your analytics across platforms and focus on the user, not the device. Keep in mind that in order to improve something you need to be able to measure it first.

Some examples of companies that provide users with a consistent experience across platforms (desktop, app, mobile) are Airbnb, The New York Times, Starbucks and Fandango.

Resources
Branch – Foundations of a cross-platform marketing strategy

More on Mobile Marketing
How to design effective user acquisition campaigns – Mobile marketing
Guide to mobile app onboarding – Mobile Marketing
How to increase user engagement – Mobile marketing
Mobile pricing and monetization – Mobile marketing