When marketers try to connect with real people, they often run into a number of challenges with recognizing consumers. Here are some of those challenges, and the ways that we’ve learned to solve them.
- MULTIPLE DEVICES
PROBLEM: Consumers own an average of 3.4 devices. If they’re not connected to each other, consumers will see the same ads repeated, or see ads after they’ve purchased.
SOLUTION: All devices should be connected to a known person (anonymously), who’s also connected to a rich data profile.
- GETTING THE RIGHT MESSAGE TO THE RIGHT DEVICE
PROBLEM: Some people with multiple devices only make purchases on one of them. Your message may be ineffective on the device you’re running your ad on.
SOLUTION: Understand which device is most important at which phase of the funnel, for each person.
- GETTING CONSISTENT MESSAGES ACROSS DEVICES
PROBLEM: Pushing different products across someone’s devices dilutes your impact.
SOLUTION: Keep the message consistent by matching at the person level, not just the device level.