Improve Your Next Cross-Device Campaign by Following These Three Tips

Kurt Hawks, GM of Mobile for Conversant, penned a post that appeared today on MediaPost, offering three tips to driving better omni-channel marketing results.

The most interesting part to me is his appeal for brands to avail themselves of technologies that allow them to get granular action tracking in the mobile app environment. Right now, most brands spend a disproportionate share of their total spend on the mobile web versus in apps. Perhaps in part because in-app tracking is (well, used to be) so much tougher. But there are solutions now and they can enable brands to capitalize on the 44% of user time now spent in apps.

Do check out Kurt's post.

Mobile Travel Sites ~ Challenges and Opportunities

Laurie Sullivan at MediaPost delivered a great post this week about the state of mobile travel sites. Her analysis revealed that many travel sites aren't really optimized to deliver a rich mobile experience - this in a world where comScore is now reporting that 60% of Internet time now takes place on mobile devices. 

Also of interest in this piece were some new figures from a big piece of CJ Affiliate by Conversant research that showed remarkable growth in travel booking via mobile apps and click to call. Said Heather Pilat, VP of Analytics at CJ, 

Advertisers have the opportunity to pull off a marketing double-play by creating an engagement strategy that taps the trend for higher booking by promoting higher priced packages or hotel stays within a mobile environment. As the travel seasons winds down, advertisers should take a hard look at their organization’s data strategy. We find many companies still need to make some hard decisions about how they get data, analyze it and use it for customer engagement."

It's a good read. Check it out. 

Focus on the Person, Not the Device

My coleague Kurt Hawks did a great post for AdExchanger today. The focus is on the need to put person-first versus utilizing siloed user data. The key, according to Kurt, is to recognize that with comScore now reproting that 60% (!) of digital activity taking pace on smartphones and tablets, it is highly inadvisable to rely on PC behavioral data alone for targeting.

Even if you are buying media in a single channel, like PC or Mobile, you need to ensure that your media partner uses REAL-TIME cross-device data for user profiling and individualized target selection.

Check out the post here.