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Are You Ready for Digital-Omnivore Customers?

by Jay Durgan

“Digital-omnivore” is a new term used for the consumer population that moves seamlessly between smartphones, laptops, and tablets to consume digital content. Many people even use multiple devices simultaneously. During the past couple years, tablet and smartphone sales have exploded. As a result, the number of people who own a tablet, smartphone, and laptop has also grown significantly.

Digital technology has revolutionized the modern consumer lifestyle. Over the past two years, digital tools have become essential for virtually every age group and consumer application. This drastic change has created new opportunities and incentive for companies to set themselves apart from the crowd by using multiple platforms to reach potential clients and serve their customers.

Cross-platform strategies

The first step for successful cross-platform publishing is putting together a team for creating and managing digital assets and publications. These assets and publications include podcasts, videos, slide shows, and other multimedia and interactive assets as well as troubleshooting digital device issues. You want to include this staff in your content creation and marketing workflow so that they can collaborate with other staff members as needed. For example, a digital issue designer may need to work closely with a video editor to ensure that the video in an iPad newsletter issue delivers an optimal user experience.

Pay attention to the platforms that your target audience frequents and focus your attention on these channels for your cross-platform efforts. Resist the urge to market on as many platforms as possible and instead concentrate on two or three platforms.

Responsive design

A responsive design adjusts automatically depending on the device at hand. This means that a website may not look exactly the same on a laptop screen as it does on a smartphone screen because the two screens don’t have the same resolution. Responsive design allows you to offer the best user experience possible for any given device without creating multiple layouts. For example, you don’t have to develop separate desktop and mobile website designs.

As you work on responsive designs, start with your brand to ensure that you stand out from the competition. With the brand in place, you can begin working on a structure that is focused around your target audience. How are your products and services solving their problems? What sort of tone and voice resonates with their personalities and expectations? How can you offer value to them? Engage visitors right from the start. Digital-omnivore customers are often on the go or are working for short periods. Most likely you only have a matter of seconds before they move onto something else so don’t waste any time.

Finally, optimize responsive designs for search engines. Search-optimized sites have accurate keyword titles and descriptions, fast loading pages, low bounce rates, social proof, and regular, meaningful content.

Many companies are reluctant to adopt cross-platform tactics and implement responsive designs because of substantial investment of both time and money. However, there is clear evidence that the digital-omnivore customer population is only going to keep increasing over the coming years. The more that you can do to appeal to this key demographic, the better. As these techniques are applicable for all digital users, not just those with multiple portable devices, they’ll help you reach the vast majority of your target audience more effectively.

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