A report from Yahoo and Razorfish found that businesses using multichannel web marketing campaigns are most likely to see increased brand visibility, as an increasing amount of consumers access the web on multiple devices every day.
The company found that 49 percent of Americans access the web from their smartphones every day, while 66 percent do so from their laptops or desktop PCs as often. This indicates many are connecting to the web from multiple devices throughout the day. As such, the frequency with which consumers turn to different channels from each device grows every day.
Successful web marketing campaigns integrate several different elements. Social media marketing, SEO strategies and custom content offer access to audiences on their smartphones, tablets and laptops. Reaching them on each channel greatly increases brand visibility across the web.
Mobile devices, especially, are important to target, as they continue to become the default computing method for millions of Americans. Aside from those using smartphones, 46 percent of respondents said the use their tablets on a daily basis, with another 28 saying they rely on an e-reader.
Tablets are far more advanced than e-readers, and they’re becoming more affordable. Brafton recently reported that tablet sales are quickly cutting into the prospective e-reader market, which represents a major opportunity for businesses relying on news content marketing campaigns. A separate report found that 80 percent of users said they access more news content than they did prior to purchasing the devices.