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Wednesday, 19 April 2017

Digital marketers from Beattie, the creative communications group, have welcomed the announcement of a Google update which will allow brands to keep in touch with customers online, across multiple devices.

Research shows that six in 10 internet users begin their shopping on one device, but continue or complete the purchase on a different one.

The update, which marketers will begin using next month, means companies using Google Analytics will be able to target customers with ads from mobile to tablet to desktop computer.

Jessica McAndrew, digital communications director, has called this “the last piece of the puzzle when it comes to cross device marketing”.

The Google update has been hotly anticipated for a while by the Only Digital team, Beattie’s boutique brand which is well-established in the field of search, web design, data and marketing tech.

Jessica added: “At Only Digital, we know that people use different devices for different purposes, which is why we put mobile and tablet - rather than desktop - at the forefront of any strategy for our clients.

“But while mobile and tablet are popular browsing devices, we often find they don’t convert as well as desktop – especially for our e-commerce clients.

“This new update from Google means we have access to even more personalised data and browsing history to ensure that we’re hitting users with marketing and advertising that is super relevant to them on any of their devices – importantly, the ones that are likely to drive the most conversions.

The update comes into effect on May 15, meaning Remarketing Audiences in Google Analytics will be enhanced to automatically take advantage of cross-device remarketing functionality which has been available for a long time in AdWords and DoubleClick.

With cross-device remarketing in AdWords and DoubleClick, if someone visits a brand’s website on one device, they can be reached with more relevant ads when they search or browse on another device.

Google will use data from its signed-in users together with Google Analytics data to build and define audience lists in this way for cross-device remarketing.

This will only happen where users have chosen to enable Google to associate their web and app browsing history with their Google account, and to use information from their Google account to personalise ads they see across the web.

But for digital marketers this will mean they can continue the conversation with customers - and avoid annoying situations where, for instance, a mobile user may be asked to complete a purchase when they’ve actually already done it on desktop.

To support this new feature, Google Analytics will collect users’ Google-authenticated identifiers (which are Google’s personal data) and temporarily join them to Google Analytics data in order to populate your audiences.

Jessica said: “We can’t wait to see this in action and make an even more personalised impact for our clients.”

Headquartered in London, Beattie has nine offices in the UK including Birmingham, Manchester, Leeds, Glasgow and Edinburgh.

For more details on digital marketing strategies, contact Jessica McAndrew on 0800 612 9890.