Are You Multiscreen Ready? 5 Tips to Manage Digital Omnivores
According to Deloitte's 2013 State of the Media Democracy survey, 26 percent of consumers are digital omnivores, meaning they have an insatiable appetite for content and will use any device to find it. These consumers own laptops, smartphones and tablets, and use them daily to watch movies, shop online and participate in social networks. They expect to interact with businesses directly, receive customer support on-demand and engage in authentic conversations with peers. What does this mean for online retailers?
Always-connected, digital omnivores present brands with the opportunity to build richer and stronger relationships with customers, but competition for their attention is fierce. In order to connect with digital omnivores and meet their expectations, retailers must provide consistent, tailored and content-rich experiences as consumers jump between tablets, phones and desktops. Here are five simple tips to help retailers engage digital omnivores across any online touchpoint:
1. Develop a strategy and set goals. Whether you're an established retailer or a mom-and-pop shop, diving into a digital, multichannel strategy is a commitment. Set goals that align with your business strategy and outline key performance indicators (KPIs) and benchmarks that will help you quantify campaign performance down the line. Tracking this information will be tremendously helpful in getting hard facts and figures on your most successful programs, helping you to make more informed decisions on how to recreate your best strategies.
KPIs such as conversion rates, unique visitors vs. returning visitors and time spent on site are good starting points. Advanced analytics track user behavior and can anticipate users’ needs. Third-party data can be used to gain further insight into consumer behavior. These analytics can then in return be used for advanced segmentation and targeting, ultimately driving up your conversion rates.
2. Put digital omnivores at the center of your strategy. Make always-connected customers the focal point of your campaigns. Take time to learn about behavior from device to device and look at which device is used the most and for what purposes, such as product research and purchases. This insight will help you provide a better experience for digital omnivores, arming them with compelling resources across devices to guide the customer journey. Google and Nielsen found that consumers used multiple devices throughout 2012's holiday shopping season. According to the findings, smartphones were the preferred device for contacting or finding a business with 71 percent of shoppers using a store locator on their phone, while 82 percent of shoppers used a larger device like a PC or tablet for making online purchases.