Revisiting Marketing Continuity and the Connected Consumer

At Sailthru Lift 2015 earlier this week, I presented on “Delivering Marketing Continuity to the Connected Consumer.” I’ve spoken so much on this topic in the past eighteen months, and it never seems to get old. On the contrary, the urgency of this issue continues to grow.

As a reminder, Marketing Continuity refers to a solution to the “cross-device problem” that brands experience as consumers shift seamlessly between devices during their customer journey. I might begin my search for a product or service on my mobile device on my way into work, only to switch to my laptop when I arrive to take advantage of the larger viewing real estate. Later that evening while lounging at home on my tablet, I might finally make a purchase decision.

Comscore's 2014 Market Review clearly demonstrates that "multi-platform" use for consumers at retail is on the rise.

Comscore’s 2014 Market Review clearly demonstrates that “multi-platform” use for consumers at retail is on the rise.

Marketers want to influence that journey and outcome, but that’s hard to do when you can’t easily track my activity from one device to the next. At Janrain, we continue to see Consumer Identity Management as the core solution to this problem. Giving consumers an incentive to establish an identity with your brand or experience provides the opportunity to remain engaged as their digital context changes from one device to another.

I’ll leave you with the three things that I asked our audience at Sailthru Lift to remember:

1. Consumers expect consistency
From an experience, perspective consumers get frustrated when the digital experience changes from one format to another. Frankly there’s no reason it should. With a platform like Janrain in place, login consistency is easy, but remember to consider the entire user experience from one device to another and ensure familiarity for the consumer.

2. You can’t control the “where,” but you can optimize the “how”
Piggybacking on the first point, while you have little control over where I choose to access your content, you can have control over how I do so. On mobile, app experiences are easy to trigger from mobile web. Having an app and incentivizing me to use it and to login means it’s easier to identify me across devices and to offer me a seamless experience should I be switching from say an iPhone to an Android tablet to a PC during my purchase journey.

3. Identity is the solution for the cross-device problem opportunity
This, of course, leads us to identity. Making registration and identification easy by using social login is a good strategy. Identifying and communicating clear value propositions for registration is a winning strategy. The more you know about your consumers, the more you can personalize their experience and turn them into loyal, returning customers.

Cross-device trends and the requirement to personalize content for consumers will accelerate in the coming year. Having a plan in place to ensure your brand is successful in meeting these challenges will be imperative. Let us share with you how our customers have found success in partnering with Janrain.