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

Book Description

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.

    Table of Contents

    1. Acknowledgments
    2. 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?
      2. Launching Campaigns on Multiple Screens Is Not Multi-Screen Marketing
      3. The Legacy of Television
      4. The Why behind the What
      5. Notes
    3. Chapter 2: Meet the People behind the Screens
      1. Market to Your Customers, Not to Their Devices
      2. Television: The Jester and Everyman
      3. The Computer: The Sage
      4. The Mobile: The Lover
      5. The Tablet: The Explorer
      6. Case Study: Yezi Tea
      7. Marketer Implications
      8. Notes
    4. Chapter 3: Know Your Customers’ Decision Journey
      1. Use Screens to Facilitate Decision Making
      2. The Consumer Decision Journey: Retail
      3. The Consumer Decision Journey: Skin Care and Hair Care
      4. The Consumer Decision Journey: Food and Beverage
      5. The Consumer Decision Journey: Auto Buyers
      6. The Consumer Decision Journey: Financial Services
      7. Pretty in My Pocket Case Study
      8. Notes
    5. Chapter 4: Introducing Quality Social
      1. How to Harness the Real Power of Social across Screens
      2. Case Study: La Marzocco
      3. Notes
    6. Chapter 5: Simplify Your Multi-Screen Content Strategy
      1. It’s Time to Rethink “Consumers in Control”
      2. From “Always On” to IntelligentlyOn
      3. Less Is More
      4. Facilitating Discovery in Developed Markets
      5. Case Study: Jay-Z’s Decoded and Bing: A “By the Book” Serendipitous Encounter
      6. Facilitating Discovery in Emerging Markets
      7. Case Study: VW, The People’s Car Project
      8. Determining Your Audience’s Goal-State
      9. Notes
    7. Chapter 6: Drive Efficiency by Targeting Consumer Needs, Not “Millennials and Moms”
      1. Learn the Multi-Screen Audience Targets That Matter
      2. The Changing Nature of Demographics
      3. Behavior versus Needs
      4. Four Steps to Defining Your New Multi-Screen Targets
      5. Case Study: One Microsoft Segmentation
      6. Notes
    8. Chapter 7: Initiate Action with Seamless Experiences across Screens
      1. How to Execute Quantum Multi-Screening for Your Bottom Line
      2. Quantum Multi-Screen Pathways
      3. The Roles of Screens in Quantum Pathways
      4. The Consumer-Marketer Value Exchange
      5. The Personal Cloud
      6. Case Study: Quantum Multi-Screening + Value Me and the Personal Cloud
      7. Implications for Marketers
      8. Notes
    9. Chapter 8: Measure Consumer Metrics, Not Device Metrics
      1. Avoid the Device-First Measurement Trap
      2. Device Complexity Drives Measurement Complexity
      3. The Legacy of Television
      4. Media Buying, Planning, and Content
      5. Consumer-Centric Multi-Screen Measurement
      6. A New Approach: The CDJ Measurement Tool
      7. Marketer Implications
    10. Chapter 9: Meet Your Customer in Her Moment
    11. Afterword: Winning in the Next Wave: Why Multi-Screen Marketing Is a Clarion Call for CxOs and Boards
    12. Index
    13. End User License Agreement