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

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

by Natasha Hritzuk, Kelly Jones



Product Details

ISBN-13: 9781118899021
Publisher: Wiley
Publication date: 04/28/2014
Pages: 272
Product dimensions: 6.23(w) x 9.30(h) x 0.95(d)

About the Author

NATASHA HRITZUK leads the Global Consumer Insights Team at Microsoft, focused on Thought Leadership, Campaign Measurement and Product Insights. Prior to Microsoft, Natasha led Consumer Insights at General Mills U.K. Natasha has a PhD in Political Behavior from Columbia University.

KELLY JONES leads the global Thought Leadership research program within the Consumer Insights group at Microsoft. Her award-winning work has fueled thought leadership publications, keynote speeches, and marketing campaigns.

Table of Contents

Acknowledgments ix

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? 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 Journey 51

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 Strategy 127

It’s Time to Rethink “Consumers in Control” 127

From “Always On” to IntelligentlyOn 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 Line 179

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 Metrics 203

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 CxOs and Boards 233

Rick Chavez, Chief Solutions Officer, Microsoft Advertising Notes 241

Index 245

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