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.

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.

A consumer-centric approach to multi-screen marketing

What is a typical consumer doing right now? There's a decent chance that the answer involves at least one screen. She might be browsing her favorite shopping sites on her tablet, group chatting with friends on her smartphone, or watching the morning weather report on TV. Throw in a handful of apps running in the background, and the result is a new set of opportunities to reach people where they're spending their time. But with these opportunities come significant challenges for marketers.

The purpose of advertising is to reach people, not devices. For many businesses, the difference is still obscure, but this book shows that customer-centered multi-screen marketing is absolutely essential for capturing audience attention. A goldmine of research-based advice from the people at Microsoft Advertising, Multi-Screen Marketing will get businesses and consumers back on the same page. A whole new outlook on digital marketing emerges from the practical ideas presented in this book.

Natasha Hritzuk and Kelly Jones show readers how multi-screen marketing really works, with examples in detailed case studies from advertisers who have made lasting connections with consumers in the digital world. When people have the power to choose their media experiences, it is essential to deliver the right content at the right moment.

The average marketer is completely bewildered by the multi-screen environment, with no concept of how important it is to create integrated, needs-based campaigns. Through the examples in Multi-Screen Marketing, readers get a firsthand look into the cutting edge techniques that innovative advertisers are using to reach their customers. In the multi-screen era, there is no such thing as average. This book is the perfect way for marketing professionals in any field to transcend one size fits all in order to meet the needs of their customers and subsequently gain more business value.

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.

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 …