FREE SHIPPING

on all orders of $79 or more

10% OFF your purchase of $125 or more!
Use coupon code WEDNESDAY in checkout.

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

, by ;
Multiscreen Marketing: The Seven Things You Need to Know to Reach Your Customers Across Tvs, Computers, Tablets, and Mobile Phones by Hritzuk, Natasha; Jones, Kelly, 9781118899021
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
  • ISBN: 9781118899021 | 1118899024
  • Cover: Hardcover
  • Copyright: 4/28/2014
  • Buy New Book

    Currently Available, Usually Ships in 24-48 Hours

    $19.75
  • eBook

    Available Instantly

    Online: 365 Days

    Downloadable: Lifetime Access

    $23.99

Advertising is being transformed by the move from traditional TV spots and static advertising placements to “multi-screen” marketing, where consumers control their own flow of content through smartphones, tv’s, tablets, and pc’s. This is an unprecedented opportunity for marketers. This book explains why the secret to effective multi-screen marketing is NOT to focus on devices (tablets, mobile phones, and computers) but on the ways customers use them, in order to deliver the right screen with the right message in the right moment. Effective multi-screen marketing brings more relevance to consumers, and more value for marketers.

The authors identify four main types of multi-screen customer behavior:  

  • Content Grazing, which occurs when consumers use two or more screens simultaneously to access separate or unrelated content.
  • Quantum Leaping, which occurs when consumers start an activity on one screen and continue it on another.
  • Investigative Spider-Webbing, where consumers view related content on two or more devices at the same time.
  • Social Spider-Webbing, the mirror image of Investigative Spider-Webbing that is extroverted and focused on sharing and connecting. 

In addition to new research and data on how customers behave in a multi-screen world, the book includes real-world examples from marketers and companies who are embracing a consumer-centric approach to multi-screen marketing, and evoke ways companies can use technology in service to people, rather than the other way around.

You might also enjoy...



Please wait while the item is added to your bag...