Multi-Screen Marketing : The Seven Things You Need to Know to Reach Your Customers Across Tvs, Computers, Tablets, and Mobile Phones
Language: English
Published by Wiley & Sons, Incorporated, John, 2014
- First Edition
- Hardcover
- Used
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Condition: Used - Good
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- Title
- Multi-Screen Marketing : The Seven Things You Need to Know to Reach Your Customers Across Tvs, Computers, Tablets, and Mobile Phones
- Author
- Hritzuk, Natasha
- Publisher
- Wiley & Sons, Incorporated, John
- Publication year
- 2014
- Condition
- Good
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1118899024
- ISBN 13
- 9781118899021
- Edition
- 1st Edition.
- Item weight
- 1.012 pounds
- Dimensions
- N/A
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.
"Synopsis" may belong to another edition of this title.
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.
"About the title" may belong to another edition of this title.
Better World Books
Mishawaka, IN, U.S.A.
AbeBooks seller since August 3, 2006
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Better World Books (https://www.BetterWorldBooks.com) is a for-profit, socially conscious business and a global online bookseller that collects and sells new and used books online, matching each purchase with a book donation. Each sale generates funds for literacy and education initiatives in the U.S., the UK, and around the world. Since its launch in 2003, Better World Books has raised $33 million for libraries and literacy, donated over 32 million books, and reused or recycled more than 397 million books.…
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