Multiscreen Marketing

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Advertising is evolving from traditional TV spots to "multi-screen" marketing, where consumers control their content flow through various devices like smartphones, tablets, and PCs. This shift presents a unique opportunity for marketers. The key to effective multi-screen marketing lies not in focusing on the devices themselves but in understanding how customers use them to deliver the right message at the right moment. This approach enhances relevance for consumers and adds value for marketers. The authors outline four main types of multi-screen customer behavior: Content Grazing, where consumers use multiple screens simultaneously for unrelated content; Quantum Leaping, where an activity starts on one screen and continues on another; Investigative Spider-Webbing, involving viewing related content across devices; and Social Spider-Webbing, which focuses on sharing and connecting with others. The book also provides new research and insights into consumer behavior in a multi-screen world, alongside real-world examples from marketers who have adopted a consumer-centric approach. It emphasizes the importance of leveraging technology to serve people effectively, rather than allowing technology to dictate the consumer experience.