‘Devices don’t buy products; people do’ – Marketing Land
Asa Whillock says, “The rise in the number of devices used by individuals has created new challenges — as well as opportunities — for marketers wanting to target their audiences consistently. A typical household utilizes more than seven different devices, and the average person within that household uses about half of them.
As a marketer, you want to have compelling, consistent and continuous conversations with your consumers. Perhaps your consumers have registered for your site from both their phones and their laptops, providing you with added insight into who those individuals are. However, if companies track, let’s say, 10 percent of their interactions with consumers this way, that means that nine out of 10 times, they aren’t communicating with them in a seamless way.
Today, there are two approaches to addressing this — one of which is the Google and Facebook approach. Using this method, we can say that we saw a Google or Facebook login on three different devices, and therefore, reasonably assume that all three of those devices belong to the same person, thereby increasing our advertising value and informing our strategy”.
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