Multiscreen Marketing : the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones

210 Pages·2014·3 MB·English

by  Hritzuk

Contents
Acknowledgments
Chapter 1: The Seven Things You Need to Know to Reach Your Customers
across Televisions, Computers, Tablets, and Mobile Phones
Functions and Features: Where Are Consumers in the Mix?
Launching Campaigns on Multiple Screens Is Not Multi-Screen
Marketing
The Legacy of Television
The Why behind the What
Notes
Chapter 2: Meet the People behind the Screens
Market to Your Customers, Not to Their Devices
Television: The Jester and Everyman
The Computer: The Sage
The Mobile: The Lover
The Tablet: The Explorer
Case Study: Yezi Tea
Marketer Implications
Notes
Chapter 3: Know Your Customers’ Decision Journey
Use Screens to Facilitate Decision Making
The Consumer Decision Journey: Retail
The Consumer Decision Journey: Skin Care and Hair Care
The Consumer Decision Journey: Food and Beverage
The Consumer Decision Journey: Auto Buyers
The Consumer Decision Journey: Financial Services
Pretty in My Pocket Case Study
Notes
Chapter 4: Introducing Quality Social
How to Harness the Real Power of Social across Screens
Case Study: La Marzocco
Notes
Chapter 5: Simplify Your Multi-Screen Content Strategy
It’s Time to Rethink “Consumers in Control”
From “Always On” to IntelligentlyOn
Less Is More
Facilitating Discovery in Developed Markets
Case Study: Jay-Z’s Decoded and Bing: A “By the Book” Serendipitous
Encounter
Facilitating Discovery in Emerging Markets
Case Study: VW, The People’s Car Project
Determining Your Audience’s Goal-State
Notes
Chapter 6: Drive Efficiency by Targeting Consumer Needs, Not “Millennials
and Moms”
Learn the Multi-Screen Audience Targets That Matter
The Changing Nature of Demographics
Behavior versus Needs
Four Steps to Defining Your New Multi-Screen Targets
Case Study: One Microsoft Segmentation
Notes
Chapter 7: Initiate Action with Seamless Experiences across Screens
How to Execute Quantum Multi-Screening for Your Bottom Line
Quantum Multi-Screen Pathways
The Roles of Screens in Quantum Pathways
The Consumer-Marketer Value Exchange
The Personal Cloud
Case Study: Quantum Multi-Screening + Value Me and the Personal
Cloud
Implications for Marketers
Notes
Chapter 8: Measure Consumer Metrics, Not Device Metrics
Avoid the Device-First Measurement Trap
Device Complexity Drives Measurement Complexity
The Legacy of Television
Media Buying, Planning, and Content
Consumer-Centric Multi-Screen Measurement
A New Approach: The CDJ Measurement Tool
Marketer Implications
Chapter 9: Meet Your Customer in Her Moment
Afterword: Winning in the Next Wave: Why Multi-Screen Marketing Is a
Clarion Call for CxOs and Boards
Index
End User License Agreement
List of Illustrations
Figure 2.1 Yezi Tea Website with Sage-Like Information
Figure 3.1 The Consumer Decision Journey: Considered Retail Cheat Sheet
Figure 3.2 The Consumer Decision Journey: Habitual Retail Cheat Sheet
Figure 3.3 The Consumer Decision Journey: Beauty Cheat Sheet
Figure 3.4 The Consumer Decision Journey: Snacks Cheat Sheet
Figure 3.5 The Consumer Decision Journey: Auto-Buyers Cheat Sheet
Figure 3.6 The Consumer Decision Journey: Financial Services Cheat Sheet
Figure 3.7 Pretty in My Pocket Mobile App
Figure 4.1 The Linea Love Campaign
Figure 6.1 Top Activities within the Content Grazing Pathway
Figure 6.2 Social Spider-Webbing Incidence by Age and Gender
Figure 6.3 Incidence of Social Spider-Webbing by Motivations
Figure 6.4 Multi-Screen Pathways by Lifestage
Figure 6.5 The Consumer Decision Journey: Financial Services Lifestage
Demographics
Figure 7.1 Quantum Pathways are about efficiency.
Figure 7.2 Power and recognition are more evident in Quantum Pathways.
Figure 7.3 Percentage of consumers who believe it’s important to share
information vs. satisfaction with doing so.
Figure 7.4 Value Me Market Snapshot
Figure 7.5 What makes consumers comfortable sharing.
List of Tables
Table 5.1 Consumer Goal-States
MULTI-SCREEN MARKETING
The Seven Things You Need to Know to Reach
Your Customers across TVs, Computers,
Tablets, and Mobile Phones

NATASHA HRITZUK
KELLY JONES
Cover design and illustration: George Neill Copyright © 2014 by Microsoft Corporation. All rights
reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Hritzuk, Natasha.
The multi-screen marketing : the seven things you need to know to reach your customers across TVs,
computers, tablets, and mobile phones / Natasha Hritzuk, Kelly Jones.
pages cm
Includes index.
ISBN 978-1-118-89902-1 (cloth); ISBN 978-1-118-90076-5 (ebk); ISBN 978-1-118-90080-2 (ebk) 1.
Internet marketing. 2. Electronic commerce. I. Jones, Kelly. II. Title.
HF5415.1265.H75 2014
658.8'72—dc23
2013051131
Acknowledgments
Thank you to our talented Consumer Insights team—Anita Caras, Esther Burke,
Ivy Esquero, James Comer, Jian Yang, Jocelyn Richie, Linda Liberg, Martyn
Crook, Natasha Moisio, and Phil Jones—who, with passion, skill, and an
innovative mind-set, are committed to bringing a human face to data and
technology; Shelley Zalis, Maury Giles, Whitney Cornell, Caroline Van Sickle,
Boris Musa, Wendy Weng, Steve MacBeth, Steven Webster, Chloe Fowler,
Richard Fraser, Christian Claussen, and Alexei Orlov for their brilliant insights
and case studies; George Neill, our resident Renaissance Man and cover
designer, for demonstrating that he is truly our Maestro of Design; Cabrelle Abel
for her remarkable intelligence and patience; our Microsoft marketing and PR
teams for their amazing support of Thought Leadership and Consumer Insights;
our sales team, who embraced our work and provided the opportunities for us to
test and share our ideas with customers; the teams at Ipsos OTX, Flamingo,
Razor Research, The Modellers, and The Future Laboratories for their
considerable contributions to our research over the years; to Richard Narramore,
Tiffany Colón, Lauren Freestone, and the Wiley team; and finally, to Rick
Chavez for his advocacy of Consumer Insights, for being a great sounding board
and a consummate ideas man . . . and for somehow not firing us at any point in
this process.
On a personal note, from Natasha: thank you to my family, Grant and Rosalind,
who patiently endure my travel schedule, odd work hours, and permanently open
computer. You make coming home every day the best reward anyone could hope
for; my parents, Lois, John, and Jim (“Cricket”) for their support,
encouragement, and love; and to my friends who bring levity, great
conversation, and joy into my life.
From Kelly: thank you to Korry, Marly, and Erin, true soul sisters each; Ron and
Nancy Jones for their never-ending support; and to Rob for all of the reasons, all
of the time.
Chapter 1
The Seven Things You Need to Know to Reach
Your Customers across Televisions, Computers,
Tablets, and Mobile Phones
It’s Monday morning, and an average American consumer—let’s call her Stacy
—wakes up to her alarm on her mobile phone. She checks her calendar in bed,
then showers after turning on her favorite morning televsion program. While she
jams a piece of bread in the toaster and wakes up her kids, she checks her mobile
weather app and replies to a few e-mails. Then, while her husband gets the kids
ready for school, she’s off and running—out of the house and into her car.
On her commute, she takes a conference call on her mobile phone and uses an
app to find which gas station has the cheapest gas near her office. At work, she
alternates between her mobile and laptop, often taking a few minutes to browse
her favorite shopping sites and check her children’s school website. She runs by
the grocery store in the evening, using a coupon on her phone when she checks
out at the register. Once home, she grabs a recipe from her tablet, watches a
video her friend sent her, and plays a quick game on her Xbox with her kids
before dinner. After they go to bed, she relaxes with her tablet in front of the
television with her husband and gets a little work done on her laptop. In short,
she’s online, she’s mobile, and she’s moving between multiple screens. And
that’s just Monday.
Now, let’s look at a typical marketer. We’ll call her Jen. Jen runs a small
clothing boutique focusing on casual work attire for professional women. She
knows her customer is busy. And she knows that her customer, like Stacy, is
consuming content across televisions, computers, tablets, and mobile phones
every day. But she doesn’t know how to capture her customers’ attention. Her
local televsion spot is expensive and nearly impossible to measure. Her search
campaign takes hours to manage. She hates printing up postcards and buying up
direct mail lists when she knows her postcards are tossed out with the day’s
recycling. She’s constantly barraged by businesses that say they can help, but
they typically specialize in one trendy thing—mobile apps or social campaigns
—without linking to the big picture. Jen doesn’t want more Facebook “likes,”
she wants to improve her bottom line.
Sound familiar? Now, more than ever before, your customers’ time is precious,
Sound familiar? Now, more than ever before, your customers’ time is precious,
and their attention is divided. At its simplest, being where your customer is
spending her time is why multi-screen advertising is vital for brands to stay
relevant, effective, and competitive. So why aren’t all campaigns multi-screen
by default?
Multi-screen marketing in its current form is not exactly simple. As marketers,
we’ve grown used to running traditional campaigns across new forms of digital
media. Yet we’re still using traditional methods of buying, executing, and
measuring campaigns, partly because it’s hard to keep up with new technologies
and the ways consumers are using them. But we’re often taking chances where
we shouldn’t and nearly always not getting enough bang for our marketing buck.
Big branding campaigns tend to gravitate toward the richness and large
audiences of television, whereas direct response campaigns have favored the
immediacy and measurability of channels like search. Programmatic buying—
the practice of purchasing audiences via real-time bidding, retargeting, and
behavioral targeting—has become increasingly attractive due to its scale and
efficiency, and video across all channels has become an essential extension of
our brand campaigns. Meanwhile, mobile, social, and local agencies have
popped up seemingly overnight, insisting on line items for each new channel.
Marketing budgets have splintered to address these seemingly divergent media
silos, with different agencies handling different types of campaign or media
buys.
In short, today’s marketing strategies are structured by devices and the
traditional marketing ecosystems swarming around them. But is it all really
working? We believe there’s an easier way to market to your customers across
screens. And here’s the good news: you don’t need to be a big-budgeted Fortune
500 company with seven agencies on speed dial to accomplish it.
We travel all over the world speaking to brand marketers and their agencies
about how to use consumer insights to drive smarter multi-screen marketing
strategies. And it doesn’t matter if they have marketing teams of 1 or 1,001; all
marketers struggle with the same challenges when it comes to reaching and
engaging consumers across screens. In a world where device and media
proliferation is the new reality, marketers like Jen face an overwhelming array of
new uncertainties. Is it sufficient to advertise on televsion only? When should
mobile factor into the media mix? Do I need to craft unique creative messages
for different devices, such as tablets? How should I be preparing for newer form
factors, such as augmented reality and mobile payment? How does it all work
together? And most important, how do I know any of this new media is even