It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money.
Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days.
In fact, according to Google, more than 65% of its revenue comes from purchases that involve multiple touch points and 47% of revenue comes from purchases that span across several days.
So, what does this mean for advertisers? Clearly it’s important to target consumers across multiple channels. Not a ground-breaking statement in itself. However, what is becoming more and more apparent is that this is no longer enough.
As the consumer purchase journey becomes increasingly fragmented, marketers shouldn’t restrict optimising ad spend across channels, and need to alter spend and messaging based on the background and intent of the individuals across these different channels.
This isn’t as complicated as it sounds. By looking back at the evolution of online advertising, we can see the strides which have already been made and develop a strategy which anticipates the next big thing.
Read more:
https://econsultancy.com/blog/65659-cross-channel-advertising-the-customer-comes-first
