In a recent Forbes article about the state of digital marketing in 2015, one prediction every seasoned marketer will strongly agree with is that everything must be shared among different platforms. And this needs better understanding.
Cross-device attributes basically apply to the raw processes of programming. It is making a web page, app or program available on desktop, mobile and whatever gadget the gods of technology give the mortals.
Of course, the advent of mobile Internet has brought, years ago, the possibility to view websites in handheld devices, but with a few glitches. One was that the mobile screen would not show enough part of the page to make out a coherent picture. This was merely a resizing and auto-customising problem. Zooming solved the problem, but still made navigation a drag.
Later on, programmers caught up and made improvements. Mobile screens were equally getting upgrades with bigger screens and features that make buttons and scrolls less necessary. Then, access to websites became easier with application icons proliferating the menu and home page.
Into the Present
Fast-forward to the present, the user experience is improving and so is the demand for conversion to multi-platform devices. In 2013, it was reported that 75% of marketers experienced positive results after embracing cross-device campaigns. This is complemented by statistics that, in the same year, 408 billion minutes were spent on mobile browsing. The numbers climbed to 589 billion the following year.
In 2011, a CISCO/IBSG study projected that in 2015, a person will be connected to an average of 3.47 devices, and by 2020, to 6.58. In Australia, a person is connected to an average of 2.6 devices, 2.7 in the UK and 3.0 in the US.
While mobile marketing is still undergoing development, it is safe to say that it will take over marketing campaigns in the years to come. To marketers, this should be a sign of expanding horizons and broadening of expertise, because the opportunity for more exposure has presented itself.