Skift Take
Cross-device marketing remains a complicated, but necessary, task for today's travel marketers. Thankfully, there are more tools and better methods available to do it than ever before.
With recent research noting that more than a third of Americans own a smartphone, a tablet and a computer, it's gotten much more difficult for travel retailers and advertisers to figure out how to prioritize their efforts.
Do consumers tend to research on smartphones and buy on PCs? How does a travel marketer determine if the same site visitor that showed up on a tablet yesterday is the same user visiting the site today on a laptop?
The best way to answer to these questions is a new discipline called "cross-device marketing." It's an approach that seeks to help marketers better understand consumers' behavior as they move between devices, making advertising more seamless and relevant in the process. How can travel marketers m