Multiscreens – It’s All About Context
Who would have imagined even a few years ago we’d be talking about multitasking entertainment and media consumption? Sitting down to watch TV or waiting in line used to be a singular activity. In today’s omnichannel world—where consumers access 24/7 content across channels—it seems natural for them to use whatever device is handy to get what they need, or more than one. But are you making the most of this behavior when engaging with your customers and prospects?
Let’s look back to learn more about this latest marketing evolution. In the late ’90s, company URLs started appearing in television commercials. Today, it is common for most commercials and print ads to contain them, along with social network links. It stands to reason that those same URLs are being accessed on smartphones or tablets. We also engage consumers further into the brand with broad media, digital “out of home” display, SMS, social networks, mobile apps and Web experiences. It seems likely that a consumers could be watching TV at home, with tablets, smartphones and laptops nearby, accessing whichever way is right for them. Even when on the go, more than one device may be coming along for the ride.
Opportunity seems ripe, it’s true. But what can you do to make the most of the multiscreen behavior? As with all other marketing approaches, consumer behavior is key. Consider such things as the time of day a message is delivered, what consumers might be doing on their devices at that time and what consequent actions they might take as a result of the experience. By understanding the consumer’s channel preferences and 24/7 behaviors, marketers can then develop an effective multiscreen strategy.
Best Practices for Optimizing for Multiscreen
If you incorporate data, context and messaging into your strategies, you can begin to leverage multiple screens as part of a multichannel effort. Here are a few best practices: