Multi-Screen Marketing Advantages
October 02, 2013
When was the last time you were able to concentrate on one device? Think about it. Even when you were practically having a heart attack while watching the Breaking Bad finale, you were on your smartphone tweeting or on your laptop creating some intriguing social media status about it.
We live in a generation that is easily distracted, which makes it harder for businesses to market towards. Therefore, we need to attract customers from all angles including all the screens they are using. By marketing through smart phones and tablets, the likelihood of a customer purchasing your product or services increases greatly.
A recent Multi-Screen Marketer report found that from those who were surveyed with just a television and computer, 52% report that it’s somewhat or very likely that they’re using another device while watching television. With each screen added to the mix, that percentage rises: 60% of smartphone users (three screens) and 65% of tablet owners (four screens) say that multi-device use is the norm while watching TV.
‘Meshing’ is the concurrent use of digital channels in relation to what you are watching on television while media ‘stacking’ is the use of digital channels for a different purpose in conjunction with TV viewing. It’s important to analyze this to see how you can affect your potential customers while marketing to them. It lets you know if it’s necessary to place ads that relate to what your viewer is watching or not. Sometimes leading them astray to your product or service, which has nothing to do with what they are currently partaking in, is the best bet to get their attention.
‘Meshing’ is very common amongst 16-24 year olds. Studies show that 32% of 16-24 year olds compared to 17% of adults aged over 25 are more than twice as likely to partake in social network during a TV programme, whether through their mobile device or on their computers. This is because this generation is very technology oriented and is also connected like no other. Marketeers need to take advantage of this and jump into the fold of advertising from every device possible to have the biggest reach.
Responsive design for websites and ads from all different sources make the biggest difference in this day and age. People are looking at so many different outlets through a variety of devices. If you don’t adjust to the marketing opportunities from this, you are missing out on so much potential.