According to a recent Experian Marketing Services study, 99% of companies believe achieving a single customer view is important to their business, but only 24% have a single customer view today. The study also found that:
- 64% of consumers use four or more different devices on a daily basis
- 43% of millennials prefer to use the Internet on a mobile device
- Mobile ads have twice the click-through rate of desktop ads, but the average interaction time spent is one-tenth of desktop
When implementing a cross-channel strategy, marketers should select channels based on customer preferences and habits, as well as those channels that are best suited to deliver the message tied to each stage of the customer’s journey.
