Cross-platform engagement is the new frontier in terms of understanding user experience. Digital media now are all transmedia. The concept of transmediality, which became a legitimate topic of inquiry because of the works of Henry Jenkins, shows how users would access media content across platforms. Media conglomerates have a tendency to disperse their consumable content into various platforms, and different content can be found in each access. This is initially noticeable in popular culture. Where a novel is transformed into a movie, a TV series, a graphic novel, and even interactive videos and websites that tell major and tangent storylines.
This notion of transmedia as a new phenomenon in the digital space transcends also to non- entertainment aspects, such as the more practical functions of access to information, communication, and socialization. Users, given the affordance of various technological advancements, are given the flexibility to shift from one device to another in order for their needs to be gratified.
Technology has a way of penetrating the lives of the users and it allows synchronization with the life processes of its users. Humans have the tendency and drive to keep up with technology, but it can be seen the other way around: technology should also keep up with the directions of human life. This is where cross-device use comes in. Technology has to serve the convenience of its users in order to sustain itself as an important presence in the users’ lives.
The transmediality of things has thus expanded from the entertainment sphere to the functional spheres that sustain the ways of life in socialization and career of users. This is why cross-device engagements would also mean the accessibility of similar accounts, websites, user-generated content like photos and videos, calendars, and many more.
Because of this, the programmers and developers behind every form of technology should not only be able to provide this access across devices but should also have a way to analyze the tendency and frequency of cross- and multiplatform consumption. This is where cross-device analysis comes in. Particularly for individuals and companies from the technology side who are venturing into digital marketing, cross-device analysis is indeed the new frontier.
Through a cross-device perspective in digital marketing, the target users and audiences would be easier to tap and sustain. Knowing your target market is one thing; knowing their media practices is another. For sure, you know the kind of platforms and gadgets that your target users access more, but again, given the notion of transmedia engagements. You will be able to capture your target market whichever device they use.
At the same time, through cross-device analysis, you would be able to tailor-fit your campaigns and marketing strategies based on the nature of your market and the gadget that they use. Sometimes, the content that you show would not necessarily be playable on certain devices. Also, each device has its own specific user dynamics. For example, with mobile use, there are greater instances of flipping across pages and apps, while desktop use offers a more relaxed consumption of content. These things would be better studied through an updated perspective on cross-device analysis.
Thus, a cross-device analysis should be something that digital marketing companies have. The reports generated from these analyses would be beneficial to publishers and marketers alike. Publishers would be able to report a number of users and visits more, instead of the devices and the combinations of such.
Also, the publishers, through understanding different user groups based on the device combinations that they have, would be able to focus resources on the most optimal set of users and combinations. It is also important to understand not only the changing of devices but also. And more importantly, the journey that a user takes across devices. That way, the publisher would be able to understand the nature of the users to the core towards optimizing their experiences in each of the devices that they access.
Meanwhile, the marketer can optimize how ads are spent in cross-device engagements through the reports of the cross-device marketing performance. By looking into the marketing campaigns and the channels. The digital marketing experience can be remarketed into users across devices towards ads that are more relevant, significant. And insightful to the users with various behaviors in access and practices in shifting from one media form to another.
Thus, cross-device analytics is a shift in digital marketing paradigms such that it provides opportunities to understand the users beyond the basic number of clicks or access to the page or the ads.
Before there seems to be a disconnect between user consumption and the analyses of these consumptions from the digital marketing side, as if publishers and marketers know their target market but only to a certain limited extent, and these limits are a big deal when added up together.
What cross-device analysis offers is a more holistic, user-centered, and optimal study of user behavior. That can generate better returns to the digital marketing industry. The times are changing, the technologies are shifting. And the users are becoming more and more engaged in a cross-, multi-, inter-, and transmedia engagement. And if the digital marketing world wants to retain its captured target market and obtain more. It should also find ways in keeping up with the times.
This blog is very informative for understanding the importance of device analytics in Digital marketing.