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Creating consistent user experience is the main challenge for digital marketing

Creating consistent user experience is the main challenge for digital marketing
BY Doug Fairbrother - January 08, 2014

Figures released by Ofcom, as cited by The Drum, show that the adoption rate of sophisticated touch-screen devices is ten times higher than the adoption of desktops back in the 1980s.

The adoption of touch-screen devices is two times faster than Internet adoption 20 years ago and three times faster than the uptake of social networks.It seems that 2014 will be the year when marketers will need to devise new strategies that can reach potential customers across digital channels.


Reach more people in more places

As with most things, challenge is actually an opportunity; in this case, the variety of screens that people use to go online presents marketers with a chance to reach them through a wider variety of channels.


There are also apps that can make the amplification of promoted messages easier and wide- reaching. Constantly keeping an eye on the trends and developments in such a large number of platforms can be a very demanding job, further pressured by the constraints of a marketing budget.


Adapting measurements
However, numerous tech companies have started offering solutions to bridge the gap between screens. These include metrics tools, such as Nielson’s Twitter TV Ratings that allows marketers to measure the impact of their work in terms of engagement.


Still, the main job has to be done by the marketers themselves. Studying demographics and behavioural patterns is essential in order to be able to offer potential customers a well- targeted, meaningful message that can be delivered effectively across various digital channels.