The old saying do not put your eggs in one basket has always been good advice but is really the key to online marketing campaigns being successful. Emarketer reports that Yahoo and Razorfish found that businesses using multichannel web marketing campaigns are most likely to see increased brand visibility, as an increasing amount of consumers access the web on multiple devices every day.
The company found that 49 percent of Americans access the web from their smartphones every day, while 66 percent do so from their laptops or desktop PCs as often. This indicates many are connecting to the web from multiple devices throughout the day. As such, the frequency with which consumers turn to different channels from each device grows every day.
“The proliferation of digital devices and channels provides marketers more ways to reach an audience,” said Lauren Fisher, eMarketer writer/analyst and author of the new report, “Multichannel Marketing: Making the Most of Multiple Screens.” “But as media multitasking has become a common way for people to cram more media minutes into the day, multichannel marketers are finding reach alone is no longer as effective. To compete for consumers’ time and divided attention, brands must also find ways to better resonate with their audiences.”
Successful web online marketing campaigns integrate several different elements. Social media marketing, SEO strategies and custom content offer access to audiences on their smartphones, tablets and laptops. Reaching them on each channel greatly increases brand visibility across the web.
Mobile devices, especially, are important to target, as they continue to become the default computing method for millions of Americans. Aside from those using smartphones, 46 percent of respondents said the use their tablets on a daily basis, with another 28 saying they rely on an e-reader.
Tablets are far more advanced than e-readers, and they’re becoming more affordable and this has caused a boom in tablets overtaking e-readers in sales.
Additional market and survey data findings include:
- Of the 1,000 US respondents to In-Stat’s latest end-user survey, 38% own a tablet as compared to the 26% who own an e-reader.
- Fueled by low prices and continued expansion of e-book content, global e-reader shipments will reach 40 million by 2015.
- Tablet shipments will outpace e-reader shipments.
- The total semiconductor opportunity for tablet suppliers will reach $13.8 billion in 2015.
- The total semiconductor opportunity for e-reader suppliers will reach $1.6 billion in 2015.
- Over 60% of future tablet purchasers plan to buy a tablet equipped with both Wi-Fi and 3G connectivity.
- By 2015, 15% of all tablet shipments will go into business markets.