Simplify your multi-screen marketing by putting consumers at thecenter of your strategyThe rise of the digital age means that consumers haveunprecedented access to information and they're no longerinterested in a "one size fits all screens" experience.Multi-screen Marketing: The Seven Things You Need to Know toReach Your Customers Across TVs, Computers, Tablets, and MobilePhones is a comprehensive guide to understanding themulti-screen consumer. Written by thought leaders from Microsoft'sAdvertising Division, the book identifies what drives consumerbehavior across devices and digital platforms - sequentially,simultaneously, at home, at work and everywhere in between. Theunderlying concept is that marketers need to move beyond atechnology feature-obsessed approach where a device's capabilitiesdictate one's marketing plan, and instead, focus on the underlyingneeds and motivations of their customers. This approach can helpmarketers simplify their strategy, while enabling them to leveragethe right screen with the right message in the right moment.Companies are learning that using the same legacy televisionadvertising and content across all digital media will not help thembreak through the clutter. To truly take advantage of theunprecedented opportunity served up by the multi-screen world, theauthors show how bringing consumers firmly back into focus willultimately deliver more value for marketers. Readers will learn howto tailor their approach to most effectively reach their customersthrough the following multi-screen pathways:* Content Grazing - uses 2+ screens for unrelatedcontent* Quantum - transitions sequential activity from one screento another* Investigative Spider-Webbing - views related content on2+ screens* Social Spider-Webbing - sharing and connecting withothers on 2+ screensThe book includes new research and data exploring how and whyconsumers navigate across screens as well as real-world examples ofconsumer-centric multi-screen marketing from companies of all sizesembracing the change. For marketers looking to remain effective inthe digital age, Multi-screen Marketing: The Seven Things YouNeed to Know to Reach Your Customers Across TVs, Computers,Tablets, and Mobile Phones explains how a consumer-centricmulti-screen strategy not only simplifies an overly complex andconstantly changing marketing landscape, but leads to multi-screencampaigns that connect consumers to brands in meaningful, enduringways.

Acknowledgments ixChapter 1 The Seven Things You Need to Know to Reach YourCustomers across Televisions, Computers, Tablets, and Mobile Phones1Functions and Features: Where Are Consumers in the Mix? 6Launching Campaigns on Multiple Screens Is Not Multi-ScreenMarketing 8The Legacy of Television 10The Why behind the What 13Chapter 2 Meet the People behind the Screens 25Market to Your Customers, Not to Their Devices 25Television: The Jester and Everyman 28The Computer: The Sage 31The Mobile: The Lover 35The Tablet: The Explorer 39Case Study: Yezi Tea 43Marketer Implications 48Chapter 3 Know Your Customers' Decision Journey51Use Screens to Facilitate Decision Making 51The Consumer Decision Journey: Retail 57The Consumer Decision Journey: Skin Care and Hair Care 66The Consumer Decision Journey: Food and Beverage 74The Consumer Decision Journey: Auto Buyers 80The Consumer Decision Journey: Financial Services 87Pretty in My Pocket Case Study 94Chapter 4 Introducing Quality Social 101How to Harness the Real Power of Social across Screens 101Case Study: La Marzocco 120Chapter 5 Simplify Your Multi-Screen Content Strategy127It's Time to Rethink "Consumers in Control"127From "Always On" to IntelligentlyOn 128Less Is More 129Facilitating Discovery in Developed Markets 132Case Study: Jay-Z's Decoded and Bing:A "By the Book" Serendipitous Encounter 134Facilitating Discovery in Emerging Markets 136Case Study: VW, The People's Car Project 138Determining Your Audience's Goal-State 143Chapter 6 Drive Efficiency by Targeting Consumer Needs, Not"Millennials and Moms" 151Learn the Multi-Screen Audience Targets That Matter 151The Changing Nature of Demographics 153Behavior versus Needs 159Four Steps to Defining Your New Multi-Screen Targets 166Case Study: One Microsoft Segmentation 170Chapter 7 Initiate Action with Seamless Experiences acrossScreens 179How to Execute Quantum Multi-Screening for Your Bottom Line179Quantum Multi-Screen Pathways 181The Roles of Screens in Quantum Pathways 184The Consumer-Marketer Value Exchange 186The Personal Cloud 189Case Study: Quantum Multi-Screening + Value Me and the PersonalCloud 196Implications for Marketers 200Chapter 8 Measure Consumer Metrics, Not Device Metrics203Avoid the Device-First Measurement Trap 203Device Complexity Drives Measurement Complexity 204The Legacy of Television 206Media Buying, Planning, and Content 213Consumer-Centric Multi-Screen Measurement 215A New Approach: The CDJ Measurement Tool 222Marketer Implications 224Chapter 9 Meet Your Customer in Her Moment 227Afterword Winning in the Next Wave: Why Multi-Screen MarketingIs a Clarion Call for CxOs and Boards 233Rick Chavez, Chief Solutions Officer, Microsoft AdvertisingNotes 241Index 245