As a CMO, you know an effective cross platform targeting strategy is key to engaging consumers whose attention is divided across several devices within the same household. As a graduate student in Integrated Marketing Communications (IMC) at Medill, Northwestern University, with a focus on brand strategy and digital & interactive marketing, I have studied how the increasingly fragmented media landscape is making it harder for brands to reach individuals effectively. I came across two interesting articles on how marketers, particularly auto marketers, can take advantage of this situation.
- Household strategy for products with long purchase cycles and group involvement: Advertisers looking to influence consumers for products which typically have a long purchase cycle and which involve more than one family member of a household should consider employing this strategy.
- Utilize platforms that provide coherent results and increase efficiencies: To overcome the disjointed metrics across multiple platforms, brands should consider testing platforms which use a single currency of measurement to target households.
- Focus on the consumer experience and frequency capping: Advertisers should take advantage of delivering their message according to the customers' device consumption patterns. At the same time, they should utilize cross platform frequency management to make sure that serving the same ads across multiple devices repeatedly does not result in message fatigue.