Multiscreen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones

Natasha Hritzuk

ISBN 10: 1118899024 / ISBN 13: 9781118899021

Editore: John Wiley & Sons Inc, 2014

Riguardo questo articolo

Farbtonanderung. Advertising is evolving from traditional TV spots to "multi-screen" marketing, where consumers control their content flow through various devices like smartphones, tablets, and PCs. This shift presents a unique opportunity for marketers. The key to effective multi-screen marketing lies not in focusing on the devices themselves but in understanding how customers use them to deliver the right message at the right moment. This approach enhances relevance for consumers and adds value for marketers. The authors outline four main types of multi-screen customer behavior: Content Grazing, where consumers use multiple screens simultaneously for unrelated content; Quantum Leaping, where an activity starts on one screen and continues on another; Investigative Spider-Webbing, involving viewing related content across devices; and Social Spider-Webbing, which focuses on sharing and connecting with others. The book also provides new research and insights into consumer behavior in a multi-screen world, alongside real-world examples from marketers who have adopted a consumer-centric approach. It emphasizes the importance of leveraging technology to serve people effectively, rather than allowing technology to dictate the consumer experience.

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Dati bibliografici

• Titolo: Multiscreen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones
• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2014
• Lingua: Inglese
• ISBN 10: 1118899024
• ISBN 13: 9781118899021
• Rilegatura: Hardcover
• Condizione: Fine
• Cataloghi dei venditori:
  • Management & HR

Descrizione articolo

Riassunto

Simplify your multi-screen marketing by putting consumers at the center of your strategy

The rise of the digital age means that consumers have unprecedented access to information and they're no longer interested in a "one size fits all screens" experience. Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones is a comprehensive guide to understanding the multi-screen consumer. Written by thought leaders from Microsoft's Advertising Division, the book identifies what drives consumer behavior across devices and digital platforms – sequentially, simultaneously, at home, at work and everywhere in between. The underlying concept is that marketers need to move beyond a technology feature-obsessed approach where a device's capabilities dictate one's marketing plan, and instead, focus on the underlying needs and motivations of their customers. This approach can help marketers simplify their strategy, while enabling them to leverage the right screen with the right message in the right moment.

Companies are learning that using the same legacy television advertising and content across all digital media will not help them break through the clutter. To truly take advantage of the unprecedented opportunity served up by the multi-screen world, the authors show how bringing consumers firmly back into focus will ultimately deliver more value for marketers. Readers will learn how to tailor their approach to most effectively reach their customers through the following multi-screen pathways:

• Content Grazing – uses 2+ screens for unrelated content
• Quantum – transitions sequential activity from one screen to another
• Investigative Spider-Webbing – views related content on 2+ screens
• Social Spider-Webbing – sharing and connecting with others on 2+ screens

The book includes new research and data exploring how and why consumers navigate across screens as well as real-world examples of consumer-centric multi-screen marketing from companies of all sizes embracing the change. For marketers looking to remain effective in the digital age, Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones explains how a consumer-centric multi-screen strategy not only simplifies an overly complex and constantly changing marketing landscape, but leads to multi-screen campaigns that connect consumers to brands in meaningful, enduring ways.

Informazioni sull?autore

NATASHA HRITZUK leads the Global Consumer Insights Team at Microsoft, focused on Thought Leadership, Campaign Measurement and Product Insights. Prior to Microsoft, Natasha led Consumer Insights at General Mills U.K. Natasha has a PhD in Political Behavior from Columbia University.

KELLY JONES leads the global Thought Leadership research program within the Consumer Insights group at Microsoft. Her award-winning work has fueled thought leadership publications, keynote speeches, and marketing campaigns.