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

ISBN: 978-1-118-89902-1
272 pages
April 2014
Multiscreen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones (1118899024) cover image
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.

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Acknowledgments ix

Chapter 1 The Seven Things You Need to Know to Reach Your Customers across Televisions, Computers, Tablets, and Mobile Phones 1

Functions and Features: Where Are Consumers in the Mix? 6

Launching Campaigns on Multiple Screens Is Not Multi-Screen Marketing 8

The Legacy of Television 10

The Why behind the What 13

Chapter 2 Meet the People behind the Screens 25

Market to Your Customers, Not to Their Devices 25

Television: The Jester and Everyman 28

The Computer: The Sage 31

The Mobile: The Lover 35

The Tablet: The Explorer 39

Case Study: Yezi Tea 43

Marketer Implications 48

Chapter 3 Know Your Customers’ Decision Journey 51

Use Screens to Facilitate Decision Making 51

The Consumer Decision Journey: Retail 57

The Consumer Decision Journey: Skin Care and Hair Care 66

The Consumer Decision Journey: Food and Beverage 74

The Consumer Decision Journey: Auto Buyers 80

The Consumer Decision Journey: Financial Services 87

Pretty in My Pocket Case Study 94

Chapter 4 Introducing Quality Social 101

How to Harness the Real Power of Social across Screens 101

Case Study: La Marzocco 120

Chapter 5 Simplify Your Multi-Screen Content Strategy 127

It’s Time to Rethink “Consumers in Control” 127

From “Always On” to IntelligentlyOn 128

Less Is More 129

Facilitating Discovery in Developed Markets 132

Case Study: Jay-Z’s Decoded and Bing:

A “By the Book” Serendipitous Encounter 134

Facilitating Discovery in Emerging Markets 136

Case Study: VW, The People’s Car Project 138

Determining Your Audience’s Goal-State 143

Chapter 6 Drive Efficiency by Targeting Consumer Needs, Not “Millennials and Moms” 151

Learn the Multi-Screen Audience Targets That Matter 151

The Changing Nature of Demographics 153

Behavior versus Needs 159

Four Steps to Defining Your New Multi-Screen Targets 166

Case Study: One Microsoft Segmentation 170

Chapter 7 Initiate Action with Seamless Experiences across Screens 179

How to Execute Quantum Multi-Screening for Your Bottom Line 179

Quantum Multi-Screen Pathways 181

The Roles of Screens in Quantum Pathways 184

The Consumer-Marketer Value Exchange 186

The Personal Cloud 189

Case Study: Quantum Multi-Screening + Value Me and the Personal Cloud 196

Implications for Marketers 200

Chapter 8 Measure Consumer Metrics, Not Device Metrics 203

Avoid the Device-First Measurement Trap 203

Device Complexity Drives Measurement Complexity 204

The Legacy of Television 206

Media Buying, Planning, and Content 213

Consumer-Centric Multi-Screen Measurement 215

A New Approach: The CDJ Measurement Tool 222

Marketer Implications 224

Chapter 9 Meet Your Customer in Her Moment 227

Afterword Winning in the Next Wave: Why Multi-Screen Marketing Is a Clarion Call for CxOs and Boards 233

Rick Chavez, Chief Solutions Officer, Microsoft Advertising Notes 241

Index 245

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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.

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April 17, 2014
Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones

Families are no longer clustered around the TV during prime time. People can decide when, where, and what to view—from traditional television to short form video and social sharing—and they often do so simultaneously on more than one screen. If the way people interact with media is different from person to person and from device to device, why should marketing messages stay static?

They shouldn’t. That’s why two digital marketing experts from Microsoft Advertising have written their new book, Multi-Screen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones. Through their research at Microsoft, Natasha Hritzuk and Kelly Jones have discovered that when marketers focus on the “why” behind consumer behavior, they are able to simplify an increasingly complex marketing environment. By understanding why consumers engage in multi-screen behavior, readers can begin to understand both where to place their marketing dollars and how to create messages with the most impact.

“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,” says Hritzuk.

As the digital world becomes more integrated with the physical world, people are discovering the benefit of using different screens, simultaneously or in succession, for different purposes. Smartphones, tablets, laptops, and TV screens each act as a unique window into our lives. Multi-Screen Marketing explains that savvy users have the power to completely customize the experience of daily life. Trends, research, and experience couldn’t be more clear: This personalized experience is what customers want, and advertisers can harness multi-screen behaviors to efficiently target consumer needs.

“Companies are learning that using the same legacy television advertising and content across all digital media will not help them break through the clutter,” adds Jones. “To truly take advantage of the unprecedented opportunity served up by the multi-screen world, companies have to bring consumers back into focus to deliver more value.”

The book explores how to tailor an approach to most effectively reach 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

Multi-Screen Marketing presents a vision of a future where complexity is diminished by putting consumers at the center, enabling a more rewarding way of engaging customers than ever before. 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.

See More
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