The big question, of course, is which platform's multiscreen strategy will deliver the best results? Here's a snapshot from the playbooks of three major players, Microsoft, Apple and Google:
Thanks in part to the vast amount of recent changes in consumer technology and digital avenues available, many marketers are beginning to question the effectiveness of targeting generations solely based on common characteristics. According to a 2003 academic paper, "Cohort segmentation: An exploration of its validity," only 45 percent of the respondents actually align with their generation's characteristics. Therefore, it's become more clear that generational marketing pigeonholes and oversimplifies the differing age groups’ needs and wants.
Understanding Google’s AdWords Quality Score is a must for any business that’s serious about pay-per-click advertising.