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Multi-screen Marketing

Condition: BRAND NEW
ISBN: 9781118899021
Author(s): Natasha Hritzuk
Format: Hardcover
Year: 2014
Edition: 1st
Publisher: John Wiley & Sons Inc (US)
Dimensions: 158 x 24 x 236 (w x l x h)
Pages: 272

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Description:
Simplify your multi-screen marketing by putting consumers at the center of your strategy The rise of the digital age means that consumers have unprecedented access to information and they're no longer interested in a 'one size fits all screens' experience. Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones is a comprehensive guide to understanding the multi-screen consumer. Written by thought leaders from Microsoft's Advertising Division, the book identifies what drives consumer behavior across devices and digital platforms sequentially, simultaneously, at home, at work and everywhere in between. The underlying concept is that marketers need to move beyond a technology feature-obsessed approach where a device's capabilities dictate one's marketing plan, and instead, focus on the underlying needs and motivations of their customers. This approach can help marketers simplify their strategy, while enabling them to leverage the right screen with the right message in the right moment.
Companies are learning that using the same legacy television advertising and content across all digital media will not help them break through the clutter. To truly take advantage of the unprecedented opportunity served up by the multi-screen world, the authors show how bringing consumers firmly back into focus will ultimately deliver more value for marketers.
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