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Screened Out

  |  August 25, 2013   |  Comments   |  

Is multi-screening the new buzzword? A few tips to get you started.

Did you know that an average adult in the U.S. spends more time in front of the screen than asleep? What's more interesting is this screen time has gone up by two hours in the last three years! Closer to home, Netizens in Singapore spend more than a day a week browsing the Internet from a screen.

So is multi-screening the new buzzword? The findings from the first global multi-screen research by InMobi indicate that 62 percent of mobile web users indulge in multi-screen activities while viewing TV, with social media being the most likely multi-screening activity. The research also revealed that multi-screening is most commonly demonstrated by the millennials.

As the number of millennials and media fragmentation increase, how can we marketers most effectively use a screens-based approach to engage with our target audience? Here are a couple of tips to get you started without getting screened out:

1. What's your screen strategy? Thinking about the long-term engagement strategy for each screen is vital for a marketing organization. Just "getting on a device" is not enough and the real challenge lies in delivering a personalized experience and interesting content across devices to keep consumers engaged.

2. Understand the changing consumer journey. The AIDA funnel is dead! With multiple screens and touch points, the consumer journey is no longer linear and doesn't stop at purchase. According to a recent article in Harvard Business Review, the consumer journey is evolving to a digital consumer decision journey (CDJ). The CDJ is heavily influenced by the screens and according to Forrester Research, smartphone and tablets have a different role to play in the purchase process, where smartphones are mainly used to search for information while tablets are used to make purchases.

3. Tailor your messaging. Understanding that different screens have a diverse role in the decision-making process is key to content development. The traditional one-size-fits-all channels will not work and the content needs to be customized for the customer's needs. Rather than recycling content, there's a huge opportunity to turn tablets and smartphones into unique channels for engagement. For example, mirroring a website for the smartphone or tablet environment would be a missed opportunity to deliver a rich and engaging experience.

4. Content is still king. In a fragmented media world, attention is the most important currency. Consumers are exposed to hundreds of commercial messages per day and unless the content is relevant to them they have no reason to stop and listen. Insight-driven, customized, and permission-based content is the best way to break through the clutter. For example, the key to making the most of tablets as a channel for engagement is to design highly optimized experiences similar to what Amazon has done with the Amazon Windowshop app.

Let me end with an old ice hockey adage, "Go where the puck is going not where it has been." Media fragmentation is a reality; the earlier we realize that our consumers are everywhere, all at the same time, the better placed we would be to engage them.

Image on home page via Shutterstock.

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Mandeep Grover

Mandeep has over thirteen years experience of building brands with blue-chip organizations like Johnson & Johnson and Pfizer across FMCG & Medical Device categories. His latest assignment is to launch a newly acquired medical technology start-up business across Asia-Pacific.

Mandeep is a recognized expert in integrating emerging media to drive business results. In 2007, he led the launch of one of the first branded apps on Facebook. The app was a finalist at Cannes and won the highest recognition for marketing excellence in J&J. In 2009, he pioneered the launch of the first iPhone app in J&J, which was featured in the Sydney Morning Herald as an example of innovation.

Mandeep has spoken widely on social media, mobile marketing & multichannel marketing at conferences across Asia-Pacific. He writes regularly for ClickZ and has been a judge for the Australian Marketing Institute (AMI) Awards for Marketing Excellence.

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