Multi-screen marketing: the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2014
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027275243&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | X, 256 S. Ill. |
| ISBN: | 9781118899021 9781118900765 9781118900802 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819293002992975872 |
|---|---|
| adam_text | Contents
Acknowledgments
їх
Chapter
1
Chapter
2
Chapter
3
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
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
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
8
10
13
25
25
28
31
35
39
43
48
51
51
57
66
74
80
VI
Contents
Chapter
4
Chapter
5
Chapter
б
Chapter
7
Tihe
Consumer Decision Journey: Financial Services
87
Pretty in My Pocket Case Study
94
Introducing Quality Social
101
How to Harness the Real Power of Social
across Screens
101
Case Study:
La Marzocco
120
Simplify Your Multi-Screen Content Strategy
127
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
Drive Efficiency by Targeting Consumer
Needs, Not
Millenniais
and Moms
Learn the Multiscreen 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
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
7Ье
Consumer-Marketer Value Exchange
The Personal Cloud
127
128
129
132
134
136
138
143
151
151
153
159
166
170
179
179
181
184
186
189
Contents
VII
Chapter
8
Chapter
9
Afterword
Case Study: Quantum Multi-Screening
+
Value Me and the Personal Cloud
196
200
Implications
for Marketers
Measure Consumer Metrics,
Not Device Metrics
203
Avoid the Device-First Measurement Trap
203
Device Complexity Drives Measurement
Complexity
204
The Legacy of Television
206
Media Buying, Planning, and Content
213
Consumer-Centric Multi-Screen Measurement
215
A New Approach: The CDJ Measurement Tool
222
Marketer Implications
224
Meet Your Customer in Her Moment
227
Winning in the Next Wave: Why Multi-Screen
Marketing Is a Clarion Call for CxOs
and Boards
233
Rick Chavez, Chief Solutions Officer,
Microsoft Advertising
Notes
Index
241
245
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV041830345 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T16:56:00Z |
| institution | BVB |
| isbn | 9781118899021 9781118900765 9781118900802 |
| language | English |
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| spellingShingle | Hritzuk, Natasha Multi-screen marketing the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd Neue Medien (DE-588)4196910-8 gnd Telemarketing (DE-588)4215401-7 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4592128-3 (DE-588)4196910-8 (DE-588)4215401-7 |
| title | Multi-screen marketing the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones |
| title_auth | Multi-screen marketing the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones |
| title_exact_search | Multi-screen marketing the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones |
| title_full | 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 |
| title_fullStr | 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 |
| title_full_unstemmed | 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 |
| title_short | Multi-screen marketing |
| title_sort | multi screen marketing the seven things you need to know to reach your customers across tvs computers tablets and mobile phones |
| title_sub | the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones |
| topic | Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd Neue Medien (DE-588)4196910-8 gnd Telemarketing (DE-588)4215401-7 gnd |
| topic_facet | Online-Marketing Electronic Commerce Neue Medien Telemarketing |
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