Understanding the New Consumer Journey and Why It Matters
Reaching consumers was way easier in the 70s and 80s — the age of mass marketing. Today, the consumer journey is far more fragmented as they divide their time between different screens, which complicates the path to a buying decision.
The savvy consumer now spends a significant amount of time on two or more screens every day. Globally and in Asia, device ownership continues to grow; more than half of Asian multi-device users (51%) now have two devices per person, while more than a quarter (26%) now operate on more than four devices.
This means that marketers have to do things differently, even though the aim is still about reaching consumers at the point where they can influence the buying decision — also known as the consumer touchpoint.
In the past, that touchpoint could have been through a TV ad at home, or in the newspaper. While this was simpler for the marketer, it also offered limited marketing options. The growth in devices adds complexity but it does open up new opportunities for marketers to influence consumer purchase decisions through different touchpoints in the consumer journey.
Why Cross-Screen Tracking is Hard
In order to effectively reach today’s consumers, optimising campaigns across all screens is a must. However, marketers need to overcome two challenges in understanding the consumer journey:
- Understand the ownership of multiple devices by the same consumer, in order to switch from a device-centric to a consumer-centric approach.
- Know which channel the consumer prefers, and the preferred touchpoint where the buying decision is made. This could be at the buy phase, or earlier when the shopper is wondering whether to buy, or when they are doing research and evaluations.
Marketers also need answers to these questions:
- How much overlap is there between devices?
- How can the right amount of engagement be achieved at the right frequency to spur consumers to take action on your brand?
- How much is harmful – wasting money or consumer goodwill?
- Which devices are best for driving upper funnel exposure, and which are best for direct action campaigns?
Artificial Intelligence (AI) technology can provide insights into the number of users, where and on what screens they viewed an organisation’s ads, and cross screen conversion paths. Insights can be gleaned into the role every screen played in the customer’s journey — not just the last screen they used before clicking the ad.
This allows marketers to optimise their brand assets to each screen to receive higher ROIs— whether it is click-through rate, engagement or conversion.
Drive more consumer purchases
When global retailer Carrefour expanded online, it wanted to reach more potential consumers through its online store. The marketing team wanted to boost awareness and drive more online purchases, while optimising the cost per action (CPA).
The use of Appier AI technology helped Carrefour identify all devices owned by the same user from billions of data points. When a potential buyer visits the Carrefour online store on one device (e.g. a laptop), Appier could analyse his or her profile and deliver customised product recommendations on other devices owned by the same person (e.g. a phone), motivating the person to buy from the Carrefour online store.
Appier’s AI analyses user behaviours both within and outside of the website to determine the activities of a single user as well as to segment different users. Cross-comparisons with the Appier CrossX database along multiple dimensions allow Appier to locate potential customers in similar segments to expand the original user base.
Through this partnership with Appier, Carrefour experienced click-through rate (CTR) of cross-screen users that was 87% higher, and a conversion ratio (CVR) that was 40% higher, than for single-screen users.
Drive more subscriptions
Using AI, popular dating app Paktor managed to drive more in-app subscriptions while increasing the in-app tutorial completion rate.
The Appier AI technology quickly identified users’ cross-screen behaviors and their interests in “socialising and dating” from billions of data points.
After the potential buyer downloads the Paktor app, Appier re-markets social/dating-related information to every device owned by the same user through a cross-screen approach. This deepens the Paktor brand impression and helps to trigger the motivation to become a Paktor VIP member.
Brand Safety Woes
Besides reaching and engaging customers, brand safety has also become a key concern with digital marketing, as organisations worry that their online ads may appear in a context that will damage the their brand.
While there are different aspects of brand safety, one key area is ad fraud, where online ad impressions, clicks and conversions are fraudulently represented in order to generate revenue.
AI can fight ad fraud and help protect brand safety. A study by Appier found that an AI-based fraud detection model was able to identify twice as many fraudulent transactions as a traditional rule-based model, as it is able to pick out ad fraud patterns that are difficult for traditional models to detect.
With the revolution in the way consumers make buying decisions, using the right approach can help marketers be at the right place at the right time in the consumer journey.
How are you optimising your campaigns across all screens? If you want to know more about driving more click-throughs/conversions or to do more for your brand safety, get in touch today.
WE ARE HERE TO HELP
YOU MIGHT ALSO LIKE
We recently spoke to Stephen Cummins, CEO and Founder of SaaS & Media agency AppSelekt, on the developments of SaaS and AIaaS, and the best way for enterprises to successfully equip themselves with AI technology. You’re an expert in SaaS technology and have watched organizations globally adopt it to improve their efficiency and drive business growth. Do you see any differences in how different parts of the world have adopted and adapted SaaS over the years? Yes, however they are not altogether unpredictable. Among major economies, the US still leads adoption of SaaS tech and is the main player in supplying successful tech and business models. It has a huge ready-made, relatively homogenous domestic market where it can develop product market fit, and then business market fit with fewer restrictions and complexity than are found elsewhere. However, a lot of the innovation comes from outside – especially from Europe and Asia.. If I take Ireland as a small example, it’s well known for being an attractive EMEA hub for multinational corporates. If we take this as a microcosm, in that small country alone the founders of Stripe and Intercom were produced, but they incorporated in San Francisco. Equally a
We are glad to have the opportunity to speak to renowned AI experts who are putting their exceptional knowledge into practice to solve some of society’s most pressing issues. In our past couple of conversations, we have spoken quite a bit about the role of AI in transforming business, but what about its role in helping to solve major societal issues like natural disaster prevention and preparation? In Part 3 of our ongoing video series, Appier’s Chief AI Scientist Dr. Min Sun sat down with Professor Naonori Ueda, Deputy Director, RIKEN Center for Advanced Intelligence Project. He is also the Director of Machine Learning, Data Science Center, NTT Communication Science Laboratories and a visiting professor for the Graduate School of Informatics at both Kyoto and Kobe Universities. Professor Ueda has been working in the fields of artificial intelligence and machine learning for more than 30 years, and is passionate about applying his research to real-world issues that affect everyone. In this discussion, the two AI professors talk about the importance of artificial intelligence experts working with domain experts to ensure that every discipline can make use of AI research to solve problems in almost every area imaginable. Professor Ueda uses
In-app advertising is on the rise, especially in Asia Pacific, which accounts for 47 percent of global app downloads. According to a report by Absolute Market Insights, the global in-app advertising market hit US$66.78 billion in 2018 and is expected to grow to US$472.64 billion by 2027. In-app advertising allows advertisers to target customers where they spend their time, and today, this is on mobile devices and apps, with 89 percent of smartphone time being spent on apps – compared to 11 percent for mobile web. It is effective too. In-app ads offer unique reach with the ability to catch people when other media can’t, for example, when they first wake up and on their commute. It also has higher click-through rates – between 1.3 to 2 times higher than mobile web. In addition, in-app ads offer advertisers better targeting, a more contained environment for campaign tracking and increased engagement. However, to create a successful in-app advertising strategy, here are some of the most important aspects you should consider. 1. The Quality of Your Targeting Audience While apps provide you information on users’ past purchases, browsing history, geography and demographics, to get the most out of your in-app ad