No strategy per device, no assumptions about technology and no equipment-specific content, I campaigned in my previous blog. I would add: Do not dwell on the latest technological trends. Do not forget eg television TV is a booster for search behavior and TV is the device used. Simultaneously with other devices Moreover, the basics remain the same:. Multiscreen an overarching strategy
Context is a leader in setting up a multi-screen experience. Along the way, we are looking for information about routes, such as the best restaurant in town. While shopping, we want to be able to do research for the cheapest offer that one gadget. In the restaurant I book with my wife like a weekend away. That’s what we deserve.
And then home? the most underexposed context is probably home. This is remarkable since all devices, both smartphone, tablet and laptop use. Mainly home If a home environment is thought, then quickly made to the lap-device, or tablet. The black screen a few meters away stands, is quickly forgotten. Especially because marketers think they know the trick of television. Shooting commercials and running: we do that for decades
A study by consulting firm Millward Brown (see infographic) shows that especially television still plays an important role in Europe In Britain one looks per day about 2.5 hours of TV, the average is 113 minutes per day worldwide Not only that:… television is a supercharger Consumers. be bored, switch in 65 percent of cases to another device, namely, to the phone or the laptop.
The device is used for the longest consecutive, is also television, according to figures from search engine giant Google. Here we are on average three quarters behind, as we sit behind the laptop 39 minutes, the tablet 30 minutes and the smartphone but fifteen consecutive use Incidentally, it is often the case that consumer devices are not standing use on himself. Multiscreen is often simultaneous multi-screen .
TV + laptop the devices are used in 35 percent of screen time at the same time, according to research by Millward Brown. specifically for television is 77 percent, so let Google see. combination that is used most frequently (81 percent) is that of television and smartphone. Similarly, the combination of TV and laptop, more than half used, with 66 percent., we use the other device primarily for e-mail (60 percent), browsing (44 percent) and social media (42 percent).
Is the content that consumers see also related to what is being used? In 38 percent of the time on TV though, says Millward Brown. Over sixty percent say they use a second screen to kill commercials during the time. It is a missed opportunity for marketers because consumers are the least negative towards advertising through television advertisements compared to other channels.
In addition, television blower is for search, so of course Google figured out. Especially the smartphone is used to do as a result of a program, study the channel they are looking at, and in 17 percent of cases in response to an advertisement that they have seen on television. Incidentally, of course, only happens if the commercial invites interaction and a call-to-action is added.
Three Tips
There are enough reasons for you and commercials your presence to investigate. using the television again Especially Do not forget to take the context into because we take for granted at home, but how is the home situation has changed in recent years? Where’s the TV? Does that affect the customer experience that you want to offer? How can you get started with television as part of your marketing mix multiscreen? From previous research, that Dutchcowboys state, found that marketers have difficulty connecting second screen and television. Therefore three tips that the first steps can be put:
- Choose an underlying strategy is the base as I in my previous blog indicated and it remains important. You have a business strategy. As you close your marketing strategy to. Then you can start looking for a content strategy: how do I give a concrete shape to my marketing and communication? Then take all the expressions with which you can think and weigh whether they are a valuable addition to your formulated to achieve objectives
Stem content on each other;. as consumers to Following your commercial in which a call-to-action is, go to the website, then you want to connect the message. If the story you told on television, online is not available, then hook the consumer off. Very concretely, so make sure above all that you have a short, concise and clear story that lingers after a thirty-second spot, but also to communicate via the website
Underlying. technology allows; it is difficult recoverable if you walk, making commercials can not be put online and messages must be manually retyped different systems. Errors and inaccuracies are easily made. So you integrate creative solutions and provide a seamless link with the content management system that you use for the content of all your channels
The connection between the commercial, the program and the rest. the internet is made faster. The call-to-action in commercials is becoming increasingly important and the underlying mobile experience to be put down. Increasingly powerful However, the context will be ‘home’ always remain important. We need only ask ourselves: what is set up at home? And how we can help it, thus achieving our goals?
This blog post is written by Marten Kruisinga, managing director EPiServer.
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