Advance From Multichannel to Omnichannel Strategy


by James Green
CEO, Magnetic


Featured on CMS Wire, July 29, 2014


ComScore recently reported that 67 percent of consumers start shopping on one device, but complete the purchase elsewhere. In another survey conducted by TapAd and Forrester, more than 70 percent of consumers reported using three or more devices during their purchase journey.

In a world where consumers have so many choices and access to endless information, marketers must organize brand experiences so that they are tailored to the omnichannel customer.

Rome Wasn’t Built in a Day

Most retailers have taken the first steps towards omnichannel marketing by implementing digital strategies alongside more traditional forms of selling products and reaching audiences. But before marketers can begin to address big hurdles such as cross device brand experiences, personal marketing and ensuring information related to inventory and products are relevant and updated in real time, they must ensure that their multichannel strategy is sound and in place.

Multichannel marketing can serve as the foundation for taking your brand omnichannel, but using so many channels in unison effectively is a tough nut to crack. Most retailers simply don’t have the software and data infrastructure to power awareness across channels in a manner where nearly every consumer touch point connects to another. It’s best to start small and evolve your marketing to be omnichannel over time.

Build a Digital Foundation

Digital is the channel in which retailers engage and remain connected with consumers, so your online storefront — be it mobile web or website — should be optimized. This includes testing the conversion path, optimizing landing pages and creating a social strategy that supports traffic and engagement to these environments.

Once your landing pages are in place, start with search engine marketing. GE Capital Retail Bank’s second annual Major Purchase Shopper Study showed that 81 percent of consumers go online before making a purchase. Judging from my own experience, consumers are asking marketers to respond to their searches.

Search strategies can help drive more visits to your website or store and influence consumers at the beginning of their purchasing cycle. While many tend to consider organic search before paid search, they significantly affect one another and should go hand in hand.

Activate Display Advertising with Intent Data

If consumers are searching for your product and visiting your website, use those website visits and your entire CRM database to kick-start your retargeting efforts. Site retargeting enables brands to re-approach customers by reaching them with ads related to their on-site behaviors.

As a marketer, you know a lot about your customer and have first party data that should provide you with the means to create custom ad experiences. Using intent from third party data related to your customer’s journey, such as search activity and keywords, is another way to capture, attract and influence during the path to purchase. Use search data as an indicator of consumer intent. For example, if I searched for “men’s suits,” it would make sense for a retailer such as Brooks Brothers to reach me in the search engine, with display ads as I move across the web, and then as I read content on my tablet. Search retargeting is a powerful digital marketing strategy for acquiring new customers and moving them along in the funnel.

Connect Across Screens

Many marketers tackle real time engagement through programmatic buying that uses first and third party data for ad targeting on the mobile web and other points of brand engagement. This includes using data within mobile apps, which help drive up brand loyalty, or for personalized offers based on location and store proximity. Retailers can also leverage data to deliver product recommendations right to your mobile device and link online and in-store traffic.

Where should a marketer start? First, establish your mobile presence with an app and mobile optimized site. Next, begin testing data-driven advertising on the mobile web and then begin to layer in features that satisfy the demands of your customers such as QR codes or showrooming.

Macy’s and Best Buy are two great examples of retailers adopting omnichannel strategies. Macy’s continuously encourages shoppers to scan products via their mobile app while shopping in brick and mortar stores. Macy’s annual digital plan focuses heavily on mobile and seeks to “close the gap between store, desktop and mobile.”

Another example of Macy’s mobile focus is its deployment of a touchscreen shopping option within the handbag department to let consumers self-checkout. A concurrent TV campaign is also running, in which the commercial messaging drives viewers to download the retailer’s app.

Best Buy’s omnichannel strategy centers on adding value to brick and mortar retail stores that were, for a time, threatened by e-commerce competitors. Adding a “Store Pickup” option within its online shopping process turned out to be a major win for the brand. Although many shoppers compare products and buy online, some still prefer to pick up goods in person from a physical store.

Omnichannel is a natural progression from multichannel marketing and will continue to become widely adopted as consumers’ engagement across devices increases. The retail industry will also change as new technologies influence the customer experience and close the gap between channels. In this omnichannel world, attribution becomes more important than ever before.

As you steps towards creating awareness throughout channels, implementing data strategies, and syncing up offline and online, make sure you take a coordinated approach that provides real results to help plan the future of your marketing strategy, and even better, overall business.

The Simple Side Of Programmatic


by James Green
CEO, Magnetic



Featured on MediaPost’s RTB Insider, July 24, 2014


Programmatic buying has become one of the most popular buzzwords in our industry, and as I said a few months back, it’s often used as a catchall phrase or used interchangeably with the term “real-time bidding.” Since then, there’s been much talk about the evolution of programmatic marketing. The Wall Street Journal recently reported that top publishers are now getting in the game and selling home page ads, with confidence, through programmatic channels. Time Inc., Hearst Corporation, Business Insider and others are all on board because the current set of tools available allow for pricing control, circumventing the fear that prices could tumble via a programmatic exchange. In addition, media buying firms and major brands like Procter & Gamble are also looking to buy a majority of online ads programmatically, proving that the wave is unstoppable.

Despite the momentum from many major players in the marketing space, recent research by the Association of National Advertisers (ANA) and Forrester Consulting found that more than half of the marketers surveyed didn’t understand programmatic well enough to buy and execute campaigns with it. Further, just one-quarter of U.S. client-side marketers understand and are using programmatic technology.

Although the world of data and real-time buying may seem overly complex, programmatic marketing actually simplifies our lives more than we think. The fact that we can serve up an ad based on the end user’s behaviors and attributes in 120 milliseconds wherever they are is truly impressive and creates engagements that we may never have thought possible. Instead of focusing on the complexities, we should be looking at the ways programmatic simplifies our lives.

With programmatic advertising, technology and data do a majority of the work, which enables the digital medium to reach audiences at massive scale. The automated process also creates efficiencies across buying media, from identifying the right audience to purchasing and delivering the actual ad.

While some have expressed concern over the changing of the guard from humans to robots, the rise of programmatic doesn’t mean replacing the human element altogether. Instead, the main objective is to make advertising more efficient, relevant and scalable in a world that is quickly adapting to digital technology. It focuses on eliminating time spent on processes that can be automated, and driven by data.

The rise of data is a key component to creating and running successful ad campaigns from buying to optimization. Site and search retargeting are common practices for programmatic marketing, which allows marketers to rely on algorithms to decide which audience to buy, what messages to show and even when to reach them. All of this is done by combining massive amounts of data elements — from site behaviors to purchasing patterns — and then using rules-based logic to make the best decision for your brand. This machine-to-machine process streamlines communication and implementation, creating great efficiencies and ultimately saving on costs.

Without programmatic solutions, marketers would have a hard time keeping up with the digital landscape and satisfying customers. Instead of looking at programmatic as the complex system for advertising, we should be thinking of it as the tool that simplifies our marketing campaigns and enables brands to take full advantage of what the digital medium has to offer.


Magnetic NYC has moved!

That’s right, our headquarters in NYC has moved to a shiny new office. While it was a bit nostalgic to leave our “first home,” we’re excited to embrace our new digs, which feature beautiful blue walls, a brand new kitchen, an iced coffee machine, and a little more elbowroom!

Magnetic has been growing rapidly over the past few years, and we now have over 100 employees across the globe.  Our new office showcases the type of company that Magnetic is: welcoming, open, and ever growing!

Come say Hello!

Our new address is:
122 W 27th Street, 7th Floor
New York, NY 10001

Thank you to everyone who had a part in the move!

Check out some pictures of our new space below:

Understanding The Complexity Of Mobile Ad Attribution


by Soo Jin Oh
SVP, Data Business and Ad Operations, Magnetic



Featured on Marketing Land’s Mobile Marketing Column, July 17, 2014


In this complex and fragmented marketing landscape where a consumer’s purchasing journey moves from desktop to mobile to offline channels, measuring the contribution of all these touch points is exceedingly complicated. Recently, one of these media has become increasingly challenging: mobile.

While consumer usage of mobile devices is ballooning, mobile ad spend is still lagging behind. Marketers know that consumers are on their smartphones and tablets 24/7 and that this usage will only continue to grow, but a lot of uncertainty remains around attribution and how to accurately measure mobile campaigns.


There are multiple devices that people use to engage with brands, and without a universal method to track campaigns across all of these devices, the efficacy of mobile campaigns can be underreported or devalued. While “closed loop” point of sale technology (mobile payments, coupons, etc.) may seem like a sure bet to measure mobile campaigns, many of these methods are still in their nascent stages with no clear standards.

Therefore, there are challenges in delivering measurement at scale, especially when brands are trying to address the “upper funnel” audience where mobile is seeing high amounts of dollars.

Currently, if an advertiser uses a pixel like a Google Floodlight to track conversions, the measurement is going to be flawed and lacking. The current cookie cannot track across device or within mobile environments (mobile web to app). That means if a user saw the ad on a smartphone and then converted on a tablet or desktop, the pixel will not give credit where credit is due.

However, moves like Google’s acquisition of Adometry means that there are companies that are working towards advancing its pixel to track cross-device.

Beyond online and mobile tracking challenges, it’s also difficult for marketers to track the digital influence of offline purchases. A customer could have seen an ad for a sale on their mobile device and walked into the store to convert, but the credit will not be given to the influencer unless there was a tracking mechanism in place that can tie the two together.

While innovation in mobile attribution is still in its early stages, there are a few best practices that marketers should keep in mind to determine how to measure the impact that mobile has on the overall media mix.

Adopt A Cross-Device Attribution Model

The industry is working to solve for attribution challenges by deploying cross-device targeting solutions into attribution measurement. Before the rise of mobile usage, attribution was focused on spreading credit beyond last touch. With the rise of mobile devices, there is an inherent need to move beyond just last touch measurement and incorporate all devices — and touch points — into your attribution model.

While there are still shortcomings with scale and device matching using first-party login data, and matching algorithms may only be based on probabilistic scores without login data, marketers should still adopt a cross-device model to get the most accurate information about their customers’ purchase patterns.

Review The Effectiveness Of Your Brand Messaging

Looking at the efficacy of your brand messaging will help you measure engagement with mobile ads. Building engagements within the mobile creative will help marketers measure the efficacy of their campaign.

Deploy Mobile Payments, Coupons Or QR Codes

Mobile payments, coupons or QR codes can be tracked more efficiently, which helps if your campaign objective is more ROI-driven. By integrating these tactics in your mobile marketing platform, you can generate more success from your marketing spend.

Use Location-Based Data

Using location-based data analysis to determine the mobile marketing impact on offline and in-store purchases is another effective tactic. Companies like Ninth Decimal and PlaceIQ are doing this by aggregating all of the mobile devices that were reached during a campaign and analyzing the number of those same devices that were later seen within a specific location or place footprint.

The high demand for mobile attribution is only going to spread as mobile payments and other forms of in-store engagements increase and as more ad dollars are spent on mobile devices. This in turn compels attribution companies to further advance their technologies to measure cross-device effectively.

At this point, there is no one-size-fits-all approach for achieving measurement at scale, but by continually testing methods and developing new technologies we will get closer to an effective solution.

The Power Of Real-Time Display For Back-To-School


by James Green
CEO, Magnetic



Featured on Marketing Land’s Display Advertising Column, July 14, 2014


While many schools have recently let students out for summer break, back-to-school (BTS) shopping is already top of mind for marketers.

This season, eMarketer estimates about $50B will be spent on retail e-commerce sales, including a wide range of products and categories from apparel and electronics to school and office supplies.

eMarketer’s recent report explains that the main buying season for back-to-school shopping is July and August, as 96% of parents expect to have completed the majority of their purchases by the end of the summer.

However, the data also reveal that most BTS product research actually happens before the end of July. Therefore, the consideration phase and optimal time for marketers to get their consumers’ attention before it’s too late is now.

Marketing Land_BTS

Real-time buying and programmatic platforms provide retailers with an efficient and effective way to capitalize on these seasonal purchasing patterns. As you can imagine, the amount of data pertaining to back-to-school buying is running rampant across the web.

Consumers are researching products, reading product reviews, and searching online for the best BTS deals. This stream of real-time information helps predict consumers’ intent to purchase.

Many marketers rely heavily on their own site-level data for their real-time campaigns, but a majority of intent data lives outside of the brand’s environment. By only using site behaviors, brands are limited in their ability to get in front of their audience earlier in the purchasing cycle and put themselves at risk of missing the opportunity to acquire those customers.

Look At Data On A Continuum

A majority of consumers are not waiting by their phone, TV and desktops for information to fall in their lap. They are looking for what they need on their own, through searches across the web, engagement on social networks, reading articles and perusing content.

As they embark on these journeys for whatever they might be after, there is a data trail, which for retailers is extremely powerful in terms of turning them into customers. Data moves on a continuum and for every customer, it constantly changes and evolves.

Retailers need to be nimble in order to adapt to these changes instantly and deliver messages that are relevant and impactful enough to influence the consumer along their path to purchase.

Feature Your Products

Using site and search behaviors for real-time targeting is only half of the equation. It helps you refine your real-time targeting strategy for customers that might be more likely to purchase and helps you programmatically determine the value of a customer. But, using data to customize the actual creative in a way where it might feature a product that a consumer has recently viewed or researched online sweetens the deal.

BTS season is a huge event for retailers to push products off shelves and a perfect opportunity for marketers to test dynamic creative. Personalizing the creative message with text and/or an image of a product creates highly relevant experiences for your audiences.

And for marketers, it enables them to efficiently produce multiple creative messages, in real-time. This means that a company like Staples, which sells so many products for the BTS season, can dynamically optimize creative elements of an ad to feature a sale on a specific product that a customer may have searched for or viewed online.

The end result is that the ad itself might look very different for the customer that searched for “sales on school backpacks” compared to the customer that is in market for an electronic-related BTS product, such as a tablet.

Not All Audiences Are Created Equal


The beauty of using programmatic marketing with real-time advertising is that it allows you to take the approach that not all customers are equal, letting you optimize your media spend at the user level. Buying audiences as opposed to content enables the machinery to make instant decisions based on specific attributes, which helps both big and small box retailers create highly efficient and effective BTS customer acquisition strategies.

If your algorithm can tell you that one consumer is more likely to purchase than another, thenthat user is of greater value. And, in the real-time buying universe, prices are dynamic, which means you may bid more for a customer that has previously purchased an item or that has recently searched for your competitors’ products.

Additionally, you might find that specific audiences convert at different times of the day or week, and from there refine your media strategy to reach consumers at the optimal times of the day/week. The ability to make all of these marketing changes and optimizations in real time greatly increases a marketer’s chance to influence and get in front of their customer, especially for seasonal initiatives like BTS when the time to purchase has a shelf life.

Coupled together, real-time marketing and intent data make it possible for marketers to serveas personal shoppers, delivering information when the customer shows intent. As the e-commerce world becomes more and more cluttered and consumers increase their time spent searching and researching on their own, marketers can no longer afford to ignore the value that time and relevancy bring to their advertising strategy. School might be out, but shopping is in.

Stock image used with permission of

A Deeper Look @ London’s Attribution Revolution

Last week, Magnetic brought Attribution Revolution: The Measurement Series to London’s Soho Hotel! The evening kicked off with an exclusive viewing party of the World Cup games, and was followed by networking, drinks and passed canapés. Guests then joined panelists for an energetic discussion on ad measurement, attribution modeling, and evaluating performance across media channels. Panelists included:

  • James Green, CEO, Magnetic (Moderator)
  • Jeff Greenfield, Co-Founder, C3Metrics
  • Jon Beeston, Director, New Product Innovation, EMEA, Adobe
  • Paul Pellman, Director/ Head of Adometry, Adometry by Google
  • Phil Duffield, SVP of International,

The panelists discussed and debated topics such as KPI’s, looking beyond last-click, data collection and filtering data, implementation, and ways to make attribution actionable.

Key takeaways:

    • Key Performance Indicators:
      Panelists debated how attribution plays a role in determining KPI’s. According to Pellman, the effect on actual KPI’s isn’t that significant – they are just calculated more accurately. Greenfield had an opposing viewpoint, and argued that marketers need to call their KPI’s something different, because the numbers are going to look different. “When you migrate yourself and your business from last click to full funnel, it’s a whole different lens.”
    • Data-Driven vs. Rules-Based Attribution:
      According to Pellman, a data-driven algorithmic approach is the most accurate way to implement attribution because “different media performs differently for different clients, and at different times of the year.” Greenfield believes there are many different ways to measure data, and that there is not one right methodology – the main goal is to stop people from using last-click. And while he notes that C3 Metric’s approach is algorithmic, he promotes a rules-based approach, and allowing clients to decide how they want to distribute credit.
    • Data Filtering & Collection
      Panelists agreed that in order to trust your results, you need to have clean data. According to Greenfield, “It’s your data collection that matters more than anything else.” If you are collecting bad data, then it doesn’t matter how you crunch it. He stressed the importance of filtering out “last-second ads” and “unseen ads.”
    • Actionable Attribution:
      Panelists were asked to give examples of actionable attribution. One notable example by Greenfield included a longer path to purchase for customers, which led to changes in their marketing plan. In another case, clients saw that non-branded search terms lead to conversions later on. Duffield believes it’s important to see attribution in real-time, and make decisions in real-time. “If you bring attribution to a real-time platform…then you can have actions that you can activate straightaway.”

To watch the full panel video, please click here.

And check out some pictures from the event!

















Attribution Revolution Takes on London!

Magnetic brought its Attribution Revolution: The Measurement Series to London! The lively event featured drinks, food, networking and a thought-provoking panel discussion led by industry leaders, including:

  • James Green, CEO, Magnetic (moderator)
  • Jeff Greenfield, COO & Co-Founder, C3 Metrics
  • Jon Beeston, Director, New Product Innovation, EMEA, Adobe
  • Paul Pellman, Director/Head of Adometry, Adometry by Google
  • Phil Duffield, SVP of International,

Check out the full panel video below, and stay tuned for a larger recap with pictures from the evening!

Questions for Magnetic? Contact us here!

James Green Discusses the Keys to Omnichannel Marketing Success



Originally featured in DM News, July 2, 2014


Magnetic’s CEO James Green talks omnichannel marketing and audience targeting with DM News. Read his advice below to learn about what might be blocking you from marketing success.

Hard Habits to Break: What’s Blocking Omnichannel Marketing Success? Sometimes marketers themselves.

There are a few reasons why marketers aren’t reaping all of the benefits of omnichannel marketing. To start, as some organizations evolve and grow, once-unified goals and messages can get blurred. In many larger organizations, departments are siloed (TV, social, programmatic, search, etc.), and siloed departments tend to develop their own objectives. Also, many marketers are stuck with the conundrum that half of their budget is spent based on audience targeting (online) and the other half is spent on content targeting to help you reach that audience (offline). The metrics used for these two strategies are entirely different and often conflicting.

To break these habits, marketers should create one analytics department that oversees all strategies and constantly brings them together to make sure they’re all delivering the same message. Even better, you should create strategies that can be implemented seamlessly across media channels so that they support one another naturally.

The Flight Path: The New Cross-Device Customer Purchase Journey


by Soo Jin Oh
SVP, Data Business and Ad Operations, Magnetic



Featured on Marketing Land’s Mobile Marketing Column, June 19, 2014


Father’s Day has just passed, and that means many consumers were scrambling last week to ensure their father’s gift arrived in time for the holiday.

While many may have begun their path to purchase on a desktop during work, others may have started on a mobile device during their commute home, ultimately completing their purchase journey on another device.

Marketers that were aiming to target consumers during their path-to-purchase journey were most successful if they adapted their messaging to fit into any device context — from mobile to desktop, apps to display ads.

As reported in DM News, recent Forrester research unveiled at the Tapad Unify conference in April said that consumers are becoming so device agnostic that 51% of their path to purchase begins on whatever device is handy at the time the thought of purchasing something entered their mind.

The variety of devices available today creates a multitude of challenges for marketers, so those that stay the most savvy about their marketing delivery will succeed in this cross-device world.

Relevance, points of engagement and creative delivery are all key elements to be considered when aiming to drive conversions across devices for marketing in the digital world. Channels simply cannot be measured equally, and the purchase funnel can no longer be considered a linear path — it’s now like a flight map with many potential routes and destinations.

Here are a few things to keep in mind as you work to conquer the cross-device world and make your marketing a more seamless experience for consumers.

Engagement Levels Change Based On Device In Use

In the example of the Father’s Day gift, engagement could have happened on multiple devices depending on timing and accessibility of the device; it could even have happened concurrently across multiple devices.

Users are doing more with various devices and will engage with the most user-friendly features and most-trusted devices.

Other examples lend to the point that users engage with smartphones when they are on the go and look for features like a store locator or click-to-call function to assist them. Connected consumers are also coming to expect spot-on personalization — no matter where they are.

The Forrester research revealed that 71% of consumers don’t take well to inconsistent cross-channel messaging — and one in ten even went so far as to say that inconsistencies in the brand experience from device-to-device would make them stop interacting with a brand altogether.

Marketers must ensure that their advertising across devices is consistent to help push the consumer along the purchase path at various levels of engagement points.

The Multiplicity Of Devices Has Made The Purchase Cycle More Personal

Given the fact that the beginning and end of a purchase can happen across different devices, the purchase funnel is becoming more and more difficult to predict. Users are engaging with multiple devices during their exploration and discovery phase and are using the devices in closest proximity to them.

Consumers are first learning about and exploring brands in coffee lines, while waiting for a friend to arrive at dinner, or while working on other tasks. However, consumers are more likely to actually purchase via desktops.

Cross-Device Attribution Is Imperative For Market Planning

It’s important to see where credit is due outside of cookies; and mobile doesn’t track 100% of cookies. If you’re only measuring conversions across one device, you’ll miss out on the credit other device environments play in your consumer’s path to purchase.

Many attribution measurement companies have already adopted cross-device partners or solutions to solve this, and it’s important that marketers do the same.

A consumer’s world now mirrors a flight map — interweaving across the web on TVs, desktops, laptops, smartphones and tablets.


Although there are challenges and complexities with the number of devices consumers are using today, there are many solutions that marketers can build into their overall branding strategy while still incorporating attribution measurement.

These include solutions that use first-party data (if scale is not a concern), device matching, or measuring mobile-specific engagements such as click-to call, click-to-locate and click-to engage.

As a result, consistent brand messaging is more important than ever before. The Forrester research revealed that there are nearly one billion smartphones and nearly two-thirds of consumers owning three or more connected devices. Therefore, marketers must provide a unified user experience or they risk losing their customers to brands that do.

Digital Is Digital Wherever It Appears: The Road To Total Convergence


by James Green
CEO, Magnetic



Featured on Marketing Land’s Display Advertising Column, June 16, 2014


Believe it or not, there are many people who don’t consume digital advertising in silos.

While digital marketers are continuously trying to identify how and when an action on a certain device will turn into a conversion, consumers are jumping back and forth between mobile, desktop and tablet, taking their purchase path in different directions daily.

Over the past year or so, digital marketers have been obsessed with the rise of mobile and the increase in purchase power of the mobile device. However, this tunnel vision thinking has quieted a powerful media trend: the rise of total media convergence. 

When describing “digital advertising” to someone not in the marketing field, the type of platform one refers to doesn’t matter. While some may think of digital advertising as those ads only delivered on a desktop or laptop, others view digital advertising as those that are delivered across all platforms — including mobile.

I recently explained to a cab driver that I’m in the digital advertising field. He then took out his mobile phone, pointed to an ad, and asked if that’s what I meant. So, while this may be the year of mobile to some, I believe that the year of mobile has already passed. Today, it’s about convergence.

Are Devices Cannibalistic To One Another?

While there may be technical differences between how tablets, desktops and smartphones target consumers, consumers are increasingly using devices for related information, which might include product research or information consumption.

For example, I’m an avid reader of The Economist. While I candidly stopped reading the print version a few years back, I now mostly consume the content on my tablet, my phone and sometimes even my desktop if I’m looking for something specific.

Needless to say, when I read the article on one device, I don’t read it on another. In other words, are mobile, tablet and desktop cannibalistic to one another? And, is mobile and tablet consumption mostly incremental to desktop because more time means more searches, more consumption, etc.?

There are two schools of thought here: on one hand I would argue that if I read an article on my tablet, I probably wouldn’t read it on my phone or laptop. In this case, media cannibalism holds true. My time is up for grabs, and the medium that gets it, wins.

On the other hand, different devices may also mean different roles. Google released a studyshowing that 90% of consumers switch across screens to complete a task.

Another study from Facebook and market research agency GfK suggested that tablets are considered to be the entertainment hubs, whereas laptops/desktops are used for more important tasks such as managing finances.

The convergence of media means that there will be a stronger emphasis on the value proposition to the consumer at that specific moment. In the example of me reading my article onThe Economist, I only need one screen to complete my task.

Yet, for shopping-oriented activities, you may conduct research on the desktop to learn more about a product, but choose to locate the nearest store on your smartphone.

Mobile Is A Key Contributor To Media Consumption

There’s no denying that mobile has made an impact on the consumer purchase funnel.According to comScore, the total U.S. internet usage in minutes has dramatically increased from June 2010 to June 2013, more than doubling the amount of time spent due to rise of tablets and smartphones.

ComScore also reported that today, more than half of the minutes spent online are happening on mobile devices. Sure, mobile is rising and quickly claiming more consumer’s time than desktop. However, all contribute to the sales cycle, and sometimes it might come down to what device is closest in mere proximity to consumers.

While Google reports that purchasing might begin on a smartphone, 61% of those will be continued on a PC or laptop and 4% will continue on a tablet. And even though more purchases may start on mobile, comScore reports that buyer penetration is still highest on desktops.

What this means is that a bigger screen can often lead to a higher conversion rate. To move customers along the decision-making process, you must have all screens covered.

ComScore Buyer Penetration By Platform

For the marketing industry, integrating desktop and mobile is still a challenge, but companies are getting closer to connecting their digital efforts through login information and device-matching technology.

For other marketers out there, what does total platform convergence mean for you? For one, you must understand your customer’s path to purchase. Research that screens what your constantly-connected customer uses at various stages can help ensure that your digital marketing strategy across platforms aligns.

Keep in mind, for example, that a majority of the consumer population is only sitting behind a desktop from 9-5, so mobile becomes the prime channel to reach a massive population of the consumer market outside of those hours.

Also, understand the challenges of cross-device targeting, but understand the opportunities that strategies such as retargeting can bring.

And finally, constantly test and make mobile an important part of your strategy — but not your full strategy.

In a world where new technologies and data are being tested and where consumer habits are constantly evolving, nothing is perfect or even simple. Yet, the opportunities are endless.

This is the year of convergence, and the year we stop thinking about a tablet as separate from a smartphone or desktop. As far as I’m concerned, mobile is dead. Long live digital media.