Multiscreen Marketing

Families are no longer clustered around the TV during prime time. People can decide when, where, and what to viewfrom traditional television to short form video and social sharingand 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 shouldnt. Thats why two digital marketing experts from Microsoft Advertising have written Multi-Screen Marketing . 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. 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 couldnt be more clear: This personalized experience is what customers want, and advertisers can harness multi-screen behaviors to efficiently target consumer needs. The question is: How . The new paradigm in marketing is to be everywhere customers are and deliver messaging that flows across devices, but making this happen is easier said than done. In Multi-Screen Marketing, the concepts, behaviors, and techniques that businesses need to know are presented in detail and supported by real-world examples. This book takes readers from broad strategy through to different ways to think about measuring the new generation of campaigns. When all is said and done, 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 your customers than ever before.