Marketing to Your Multiscreen Customers

Marketing to your multiscreen customers

A recent study by Google, Sterling Brands and Ipsos suggests that 90% of media consumption is done on tablets, smartphones, laptops and television. So much so that people spend an average of 4.4 hours of their leisure time in front of these four screens.

But not all these screens are treated equally. Consumer’s preferences vary based on context of where the person is at the moment, what the task in hand is and how much time is required.

Going forward, marketers will need to create native experiences for devices with varying screen sizes ranging from a 60-inch television screen to a smart-watch.

For brands, to keep their consumer relationship strong means having a seamless cross-screen experience. Here are a few tips for marketers to stay ahead of the game in today’s multi-screen world.

1. Provide a consistent cross-screen experience

Multi screening can be of two types: one in which the user switches from one device to another and the other where the user simultaneously uses more than one device at a time.

For example, a multi-screen user could end up watching a TV show, while tweeting about the show using a tablet.

Multiscreening between devices

This further proves that most consumers turn to different devices in different contexts. Marketers need to find the right balance between catering to these different contexts while maintaining a consistent message throughout a particular campaign.

For example, Staples,  the world’s second largest internet retailer, recently revamped their mobile site and application , to provide an enhanced cross-channel shopping experience.

The site lets shoppers either browse products and buy them online easily in a 2-click checkout process or lets shoppers start their shopping online and pick it up from the nearest store that the site connects them with using the smartphone’s GPS.

Staples mobile website

2. Customize content for devices

A recent study by Strategy analytics suggests that consumers are more engaged and alert while watching videos on a tablet when they are more relaxed while watching TV.

This further proves that the battle is no longer limited to content creation; personalizing it for each device is equally important. This is where an adaptive web design approach comes into picture. It helps marketers provide their consumers with device-specific content experiences.

For example, a user searching for a hotel website on their mobile phone is most likely looking for details such as the hotel’s location, address, contact number, etc rather than the facilities available. The easiest thing to do is to highlight the most important details depending upon the device owners’ intent and context.

Whitepaper on best practices to create a Mobile Website

3. Ensure keyword parity across devices and search engines

Most users resume their tasks while switching between devices by searching for the same website on a new device. But most searches don’t lead to the same, intended webpage.

How consumers switch between devices

To avoid this, marketers need to equip their multi-device search campaign with keyword parity across all devices. This essentially involves adding matching keywords across devices and expanding the phrases of top-performing keywords.

With connectivity in their pockets, customers’ expectations of when and where they can interact with businesses and brands has changed vastly. The above mentioned tips will help marketers adapt their marketing campaigns to today’s multiscreen customers.

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