The user has profoundly changed his behavior, not only when buying but also when browsing. Publishers, advertisers and marketers today find themselves having to deal with a user who moves in an increasingly omnichannel and cross-device context, in which the customer journey is increasingly less linear and unfolds between multiple touchpoints.
The points of contact are therefore multiplying, interactions become continuous and fragmented on different devices. Overseeing the user throughout the customer journey is becoming increasingly complex.
In this context, brands and companies must adapt and adopt advanced solutions that answer an increasingly complex question: how to reach the user in a consistent, targeted and efficient way across multiple devices? The answer to this question lies in Cross Screen Strategy.
What is Cross Screen Strategy?
When we talk about Cross Screen Strategy we refer to an integrated approach that aims to reach and engage consumers through different devices (desktop, mobile, tablet, Connected TV, and wearables) throughout their customer journey, with personalized content.
In an increasingly complex digital ecosystem, where users not only move from one device to another, but also switch between screens at the same time of day, the need to adopt a data-driven, omnichannel approach becomes critical.
The advantages of Cross Screen Strategy
The adoption of a Cross Screen Strategy brings numerous strategic and operational advantages. The main ones are analyzed below:
1. Reach you wherever you are
The user’s customer journey is increasingly fragmented and with it also the devices used: they can start their interaction with a brand on a smartphone, continue on a tablet while at home and complete the purchase on desktop. All user interactions are no longer limited to a single device or screen. In the face of all this, a cross-screen approach makes it possible to intercept the user along their customer journey in a consistent way, regardless of the device or screen used.
2. Consistent and personalized user experience
One of the main goals of a cross-screen strategy is to create relevant customer experiences. Consistency of the message across different devices helps build a stronger and more trustworthy relationship with the user. In addition, thanks to profiling and advanced segmentation activities, it is possible to customize each individual message.
3. Improved Targeting Accuracy
With a cross-screen strategy, you can gain more insight into user behavior that is not just limited to the device being used, but also includes: interests, brand interactions, and more. All this data combined with identity resolution activities make it possible to create a complete and unique profile of each individual user who interacts in the different touchpoints. All this translates into the implementation of specific and targeted customization activities.
Why Adopt a Cross Screen Strategy: The Motivations
The push towards the adoption of a Cross Screen Strategy comes from several factors, including the change in user behavior, the fragmentation of communication channels and the evolution of digital technologies. Let’s analyze the main reasons:
1. Fragmentation of Communication Channels
With the expansion of digital devices and platforms, channel fragmentation has become a reality. Users consume content on multiple devices: mobile, Connected TV, and desktop. Each of these offers a unique opportunity to reach users, but without a proper strategy, the risk is to create consistent experiences across channels. The adoption of Cross Screen Strategy allows you to ensure consistency and continuity, preventing messages from being “lost” between the various channels.
2. User Multi-Device Behaviors
User behavior today is increasingly multi-screen. It may happen that a user starts a purchase on a mobile device and completes it on a desktop device.
Knowledge of the entire customer journey of the user becomes more fundamental than ever to identify the different touch points with the Brand as well as of course to oversee each individual channel with personalized messages on each individual user.
3. Technology and Data: An Opportunity for Innovation
The adoption of a Cross Screen Strategy is made possible and advantageous and cannot be separated from an approach based on identity resolution. Thanks to this, it is possible to create a unified profile of each individual customer from an omnichannel and cross-device perspective, and thus have a complete view of their behavior and preferences. By understanding a user’s identity, strategists and marketers can pivot their strategies to create personalized experiences, improving engagement and conversion rates.
Cross screen strategy: Enabling Channels and Technologies
An effective cross-screen strategy is not limited to simply integrating various devices, but is based on a complex ecosystem that involves multiple channels and technologies. Some of the main channels that make up a Cross Screen Strategy include:
- Display Advertising: Banners and display formats that are visible on desktop, tablet and mobile.
- Video Advertising: Video advertising that can be seen on desktop, mobile and smart TVs, adapting to the format of the device.
- Social Media: Platforms such as Facebook, Instagram, and TikTok are crucial channels for cross-screen marketing, thanks to their penetration across various devices.
- Email Marketing: Email communications can be read on different devices, with personalizations based on user behavior.
Adopting a Cross Screen Strategy is essential for any advertiser, publisher, or marketer looking to remain competitive in today’s digital landscape. Integrating multiple channels and devices, combined with advanced data analytics and improved personalization, allows you to create consistent user experiences, optimize ROI, and respond to new consumer needs. In a context in which user behavior is increasingly fragmented and multi-device, the Cross Screen Strategy is not just a marketing strategy, but a real necessity for long-term success and to gain a competitive advantage and offer personalized and truly relevant customer experiences.
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