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How to integrate a cross-device marketing strategy into an omnichannel marketing campaign?


Cross-Device — Maximize the impact of your omnichannel campaign thanks to cross-device

It is important to adapt to the diversity of advertising channels and devices used by consumers. The integration of a cross-device marketing strategy into an omnichannel marketing campaign has therefore become essential to provide an optimal customer experience.


In this article, discover the main elements to consider when integrating cross-device into an omnichannel campaign, in order to maximize the impact of your marketing efforts!


Cross-device marketing and omnichannel campaigns: An essential synergy


Cross-device marketing refers to the ability to track and target consumers across different devices, such as computers, smartphones, and tablets. By integrating cross-device into an omnichannel marketing campaign, you create a powerful synergy that allows you to interact with customers at every stage of their purchasing journey, across all relevant channels. The goal is to create a seamless and consistent experience for consumers, regardless of the device they use.


Cross-device marketing recognizes and adapts to the fact that consumers now use multiple devices throughout their purchasing journey. They move from desktop to their smartphone, then to their tablet, depending on their availability and needs. By using cross-device, you can track these transitions and maintain continuous interaction with consumers, regardless of the device used. This creates a seamless and consistent experience, through which customers feel supported at every stage of their journey, thereby promoting engagement and brand loyalty.


Omnichannel campaigns aim to provide an integrated customer experience across all available communication channels, whether online or offline. The goal is to enable consumers to easily move between channels while enjoying consistency and continuity in messages, offers and overall experience. Omnichannel campaigns recognize that each channel plays an important role in the consumer's purchasing journey and seek to optimize each interaction to create a positive and memorable customer experience.


Integrating cross-device marketing into an omnichannel campaign maximizes the benefits of both approaches. By tracking customers across devices, you can personalize messages and offers for each channel, while maintaining overall consistency. This means you can deliver personalized and relevant experiences at every stage of the shopping journey, based on each consumer's specific preferences and behaviors.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Data collection and segmentation for increased personalization


An effective cross-device marketing strategy relies on consistent and accurate data collection. Using a customer data management (CDP) solution can help aggregate data from different channels and devices, providing a comprehensive overview of customer preferences and behaviors.


With this in-depth knowledge, you can perform precise segmentation of your target audience. Segmentation involves dividing your audience into homogeneous groups based on specific criteria. Using the collected data, you can segment your audience based on different things like device preferences, interests, purchase history, geographic location, and more. This helps create detailed customer profiles and better understand the needs and expectations of each segment.


Once you've segmented your audience, you can personalize your messages and offers based on the specific characteristics of each segment. By using the right data, you can send targeted communications that meet each customer's individual needs and preferences. This builds customer engagement because they feel understood and cared for by your business.


Personalization is one of the pillars of a successful customer experience. By integrating cross-device into your omnichannel strategy, you can tailor your messages and offers based on each customer's specific preferences across different devices. For example, if a customer viewed specific products on your website via their smartphone, you can show them targeted ads for those products when they're using their desktop computer. By providing a personalized experience tailored to each customer, you strengthen customer engagement and increase the chances of conversion, which in turn promotes brand loyalty and positive recommendations.


In short, data collection and segmentation play a crucial role in the increased personalization of a cross-device marketing strategy integrated into an omnichannel campaign. They allow you to better understand customers, target messages and offers accordingly, improve customer experience and optimize the overall results of your marketing campaigns.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Consistency of messages and offers across all devices thanks to a cross-device and omnichannel campaign


One of the major challenges of a cross-device and omnichannel campaign is maintaining consistency of messages and offers across all devices and channels. Make sure your messages and offers are tailored to each channel, keeping in mind the unique characteristics of each device and providing continuity in communication.


Building brand recognition: Consistency is key to building brand recognition and customer trust. For example, if a customer added products to their cart on their mobile phone, make sure those products also appear in their cart when they access your website via their desktop computer. Providing a consistent, seamless experience builds your brand’s credibility and makes it easier to convert prospects into loyal customers.


Creating a professional image: Consistency of messaging and offers across devices demonstrates a professional approach to your brand. This shows that you pay attention to detail and ensure that every customer interaction is thoughtful. A professional image inspires trust and credibility, which is essential for gaining customer preference.


Improved customer loyalty: Consistency of messages and offers across devices helps build customer loyalty. When customers have a consistent, positive experience with every interaction, they are more likely to come back and continue doing business with your brand. Customer loyalty is a key factor in the long-term growth and profitability of your business.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Cross-device retargeting: Convert prospects into loyal customers


Retargeting, also called ad retargeting, is a digital marketing technique that aims to target users who have already interacted with your brand, website or products, but have not yet converted by taking a desired action, such as 'a purchase.

Cross-device retargeting is a powerful tool for converting prospects into loyal customers.


Customer journey tracking: Cross-device retargeting allows you to track the customer journey across different devices. Consumers often use multiple devices when researching, viewing products, and making purchasing decisions. Using cross-device retargeting, you can identify prospects who showed interest in your brand on a specific device, then present them with personalized ads on other devices to entice them to come back and make a purchase.


Engage hesitant prospects: Cross-device retargeting is particularly effective for engaging hesitant prospects. Prospects may abandon their buying journey for a variety of reasons, such as distractions, security concerns, or simply a lack of time. By targeting these prospects with personalized ads across different devices, you encourage them to reconsider their decision and continue their purchasing journey.


Customer retention: Cross-device retargeting is not limited to prospects, it can also be used to retain existing customers. By continuing to interact with your customers across different devices, you strengthen their engagement and loyalty to your brand. You can offer them special offers, repeat purchase incentives, or loyalty programs to encourage them to come back and continue doing business with you.


Cross-device retargeting increases the chances of conversion by reminding customers of their past interactions with your brand and providing them with personalized incentives to take action. This proactive approach promotes customer engagement and creates a lasting relationship with your brand.



Integrating a cross-device marketing strategy into an omnichannel marketing campaign for an optimal customer experience: What to remember


Integrating a cross-device marketing strategy with an omnichannel marketing campaign is essential to providing an optimal customer experience. By understanding customer behaviors across devices and personalizing messages and offers accordingly, you can create a consistent and engaging experience across all channels. Cross-device allows you to track customer journeys and target them more precisely, which improves the effectiveness of your marketing campaigns and strengthens customer loyalty. Embrace cross-device and exploit its full potential to succeed in your omnichannel campaign and deliver an unforgettable customer experience.


Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.


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