Multiscreen Marketing (PDF)

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 toReach Your Customers Across TVs, Computers, Tablets, and MobilePhones is a comprehensive guide to understanding themulti-screen consumer. Written by thought leaders from Microsoft'sAdvertising 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 YouNeed 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.