Today’s consumers are using a variety of devices to consume content, from smartphones and tablets to desktop computers and smart TVs. From a marketer’s perspective, it’s becoming more challenging to command the attention of your audience. However, thanks to the vast amounts of consumer data available, marketers can run highly effective campaigns by embracing sequential messaging.
Sequential messaging (also known as sequential marketing) refers to the process of targeting high-quality leads with a series of advertisements across several different devices, such as smartphones, tablets, and desktop computers. Sequential messaging is effective because it engages leads by using a sequence to tell a story.
To best explain how sequencing messaging works, let’s look at an example of a woman that visits the website for a jewelry store using her tablet. Since she’s made a purchase from this jewelry company before, she’s considered to be a high-quality lead that is likely to convert. Upon visiting the website on her tablet, she’s shown a video advertisement that features a new line of the company’s jewelry. When she visits the website again using her smartphone, she sees a video of a woman looking glamorous on an evening out wearing items from the new jewelry line. She chooses to visit the jewelry website again a few days later using her desktop computer, and she’s shown a video ad with a call-to-action to save 10 percent by making a purchase today. By this point, she’s intrigued enough by the new jewelry line to make a purchase.
As you can see through this example, sequential messaging is so effective because it draws in the consumer in by telling a series of stories across a variety of devices. Thanks to technology, marketers are able to use sequential messaging to target the right person with the right message at the right time.
To be successful with digital marketing, you need to be where your audience is spending their time online. Today’s consumers move seamlessly between their mobile devices, desktop computers, and smart TVs, which means you need to be using sequential messaging to reach your audience and earn conversions.
Our team at Danesc can help you to understand how your audience is accessing your website and the types of content that they’re engaging with to craft a custom sequential messaging strategy for your business that delivers results.