Marketing to the Multi-Platform Majority

In today’s world, the paradigm of multi-platform digital media consumption is breeding complexity, disrupting the established media infrastructure, and creating uncertainty about what tomorrow might bring. Yet with disruption comes opportunity. This white paper will provide companies with important context for understanding how embracing the right tools, metrics, and insights can help them refine their business strategies to drive growth and build awareness for their brands in the Brave New Digital World.

Key insights from Marketing to the Multi-Platform Majority include:

• In April 2013 for the first time, more than half of digital consumers in the U.S. engaged on both computers and mobile devices, resulting in a multi-platform majority. As of June 2013, that number hit 54 percent and continues to grow.
• As media becomes more fragmented, some types of content have experienced major incremental gains in media usage via newer platforms like tablets and smartphones (i.e. “mobile”), while in other cases there has been a major shift toward “mobile first” consumption where mobile usage cannibalizes desktop usage. For example, the sports category experienced a 229 percent increase on mobile and 5 percent increase on desktop.
• Big Data is only effective when metrics are collected and accounted for accurately. A digital analytics platform not attuned to multi-platform engagement will miscalculate the number of unique browsers, which leads to a miscalculation of all other derivative metrics.
• Mobile commerce, or m-commerce, in the U.S. is growing at a rate of 30% year-over-year and is beginning to alter the retail landscape.