Simplify your multi-screen marketing by putting consumers at thecenter of your strategy
The rise of the digital age means that consumers haveunprecedented access to information and they’re no longerinterested 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 themulti-screen consumer. Written by thought leaders from Microsoft’s Advertising Division, the book identifies what drives consumerbehavior across devices and digital platforms — sequentially, simultaneously, at home, at work and everywhere in between. Theunderlying concept is that marketers need to move beyond atechnology feature-obsessed approach where a device’s capabilitiesdictate one’s marketing plan, and instead, focus on the underlyingneeds and motivations of their customers. This approach can helpmarketers simplify their strategy, while enabling them to leveragethe right screen with the right message in the right moment.
Companies are learning that using the same legacy televisionadvertising and content across all digital media will not help thembreak through the clutter. To truly take advantage of theunprecedented opportunity served up by the multi-screen world, theauthors show how bringing consumers firmly back into focus willultimately deliver more value for marketers. Readers will learn howto tailor their approach to most effectively reach their customersthrough the following multi-screen pathways:
* Content Grazing — uses 2+ screens for unrelatedcontent
* Quantum — transitions sequential activity from one screento another
* Investigative Spider-Webbing — views related content on2+ screens
* Social Spider-Webbing — sharing and connecting withothers on 2+ screens
The book includes new research and data exploring how and whyconsumers navigate across screens as well as real-world examples ofconsumer-centric multi-screen marketing from companies of all sizesembracing the change. For marketers looking to remain effective inthe 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-centricmulti-screen strategy not only simplifies an overly complex andconstantly changing marketing landscape, but leads to multi-screencampaigns that connect consumers to brands in meaningful, enduringways.
Содержание
Acknowledgments ix
Chapter 1 The Seven Things You Need to Know to Reach Your Customers across Televisions, Computers, Tablets, and Mobile Phones1
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 Journey51
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 Strategy127
It’s Time to Rethink ‘Consumers in Control’127
From ‘Always On’ to Intelligently On 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 Line179
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 Metrics203
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 Cx Os and Boards 233
Rick Chavez, Chief Solutions Officer, Microsoft Advertising Notes 241
Index 245
Об авторе
NATASHA HRITZUK leads the Global Consumer Insights Teamat Microsoft, focused on Thought Leadership, Campaign Measurementand Product Insights. Prior to Microsoft, Natasha led Consumer Insights at General Mills U.K. Natasha has a Ph D in Political Behavior from Columbia University.
KELLY JONES leads the global Thought Leadership researchprogram within the Consumer Insights group at Microsoft. Heraward-winning work has fueled thought leadership publications, keynote speeches, and marketing campaigns.
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