Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories, IMF Business School · Masters in Marketing and Digital Communication. Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange When Steve Jobs introduced the iPhone a few years ago, few were able to see on a completely wide scale what was coming. The iPhone was not just a new ‘gadget’, but it became the first step in a revolution in customs and practices that is now seen as something completely normal and that has had effects that go far beyond simply adding a new gadget to our day to day. The smartphone boom has changed how the internet is accessed, how content is consumed and how the purchase process is established. Consumers are constantly looking at the screens of their terminals and are also using them more and more to make purchasing decisions or to make those purchases.

For this reason, brands have started to Guyana Email List have to create tailored strategies and have had to start working in a different way to connect with consumers. Not only is it worth getting messages through traditional media, but now you have to be able to jump from one screen to another and offer messages that work well on all of them. The mobile has had to be incorporated into communication and brands have had to learn what works in this medium and how to reach consumers through it. But, more importantly, brands have had to learn a new issue and have had to understand a new standard of the game. The consumer no longer buys from watertight compartments. The consumer journey is no longer limited to simply what happens in a setting and what the consumer knows in an area. Now the brand will have to be able to accompany you through the different consumer spaces through which the potential buyer moves and, above all, it will have to be able to be present on all screens.

Cross-device advertising campaigns are the ones with the best results and the ones with the best engagement ratios, And this means that we must accept that purchasing processes can start in a store and end on a mobile phone, for example, and that campaigns can no longer be limited to a single scenario and a single medium. Brands have to be off-road and have to see all these potential scenarios as many faces of a whole. In fact, the studies only make it clear that this question is not only recommended but also something that generates very good results. As an analysis has just pointed out, cross-device advertising campaigns are the ones with the best results and the ones with the best engagement ratios. This has been pointed out by a study by Ninthdecimal , which has focused on the advertising campaigns launched by retailers . According to their conclusions, those who launch to connect with consumers on different screens and therefore have a multi-device approach are those that achieve not only better engagement rates but also those that achieve a higher ratio of store visits. This is, instead of betting only on one device and a single screen to reach the consumer, such as the desktop screen, those who achieve the best results are those that combine the effects of several screens.

Results achieved, The numbers and information they glean from this use of cross-device campaigns help better understand what they are reporting. On the one hand, using multiple devices opens the hand to issues such as accessing location data or creating localized campaigns, which helps to better understand what the ‘shopping journey’ of consumers is. What stages do consumers go through before getting the products? Being present in various scenarios makes it possible to access this data. In addition, brands are thus able to better understand how each other influences the purchasing process. Stores are finally able to know how online ads affect offline shopping, since they already have keys to understand what the consumer does ‘on the go’ (after all, they are on their ubiquitous smartphone). The problem is, at this level, in being able to obtain that information without attacking the privacy of consumers and without being too intrusive when collecting data. Brands should not bother the consumer and should not pass on the information collected, as much as the mobile allows access to practically everything they would like to know. To this we must add what the percentages indicate. According to the conclusions of the study, cross-device campaigns are 60% more effective in achieving in-store conversions and they achieve that the number of store visitors increases by 24% on average. Against those numbers, campaigns that are limited to desktop only only achieve a 15% increase in visitor flow.



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