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

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

It’s Monday morning, and an average American consumer—let’s call her Stacy—wakes up to her alarm on her mobile phone. She checks her calendar in bed, then showers after turning on her favorite morning televsion program. While she jams a piece of bread in the toaster and wakes up her kids, she checks her mobile weather app and replies to a few e-mails. Then, while her husband gets the kids ready for school, she’s off and running—out of the house and into her car.

On her commute, she takes a conference call on her mobile phone and uses an app to find which gas station has the cheapest gas near her office. At work, she alternates between her mobile and laptop, often taking a few minutes to browse her favorite shopping sites and check her children’s school website. She runs by the grocery store in the evening, using a coupon on her phone when she checks out at the register. Once home, she grabs a recipe from her tablet, watches a video her friend sent her, and plays a quick game on her Xbox with her kids before dinner. After they go to bed, she relaxes with her tablet in front of the television with her husband and gets a little work done on her laptop. In short, she’s online, she’s mobile, and she’s moving between multiple screens. And that’s just Monday.

Now, let’s look at a typical marketer. We’ll call her Jen. Jen runs a small clothing boutique focusing ...