The multi-screen consumer: the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones
"Advertising is being transformed by the move from traditional TV spots and static advertising placements to "multi-screen" marketing, where consumers control their own flow of content through smartphones, tv's, tablets, and pc's. This is an unprecedented opportunity for mar...
Gespeichert in:
| Beteilige Person: | |
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| Weitere beteiligte Personen: | |
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Hoboken
Wiley
2014
|
| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9781118900802/?ar |
| Zusammenfassung: | "Advertising is being transformed by the move from traditional TV spots and static advertising placements to "multi-screen" marketing, where consumers control their own flow of content through smartphones, tv's, tablets, and pc's. This is an unprecedented opportunity for marketers. This book explains why the secret to effective multi-screen marketing is NOT to focus on devices (tablets, mobile phones, and computers) but on the ways customers use them, in order to deliver the right screen with the right message in the right moment. Effective multi-screen marketing brings more relevance to consumers, and more value for marketers. The authors identify four main types of multi-screen customer behavior: Content Grazing, which occurs when consumers use two or more screens simultaneously to access separate or unrelated content. Quantum Leaping, which occurs when consumers start an activity on one screen and continue it on another. Investigative Spider-Webbing, where consumers view related content on two or more devices at the same time. Social Spider-Webbing, the mirror image of Investigative Spider-Webbing that is extroverted and focused on sharing and connecting. In addition to new research and data on how customers behave in a multi-screen world, the book includes real-world examples from marketers and companies who are embracing a consumer-centric approach to multi-screen marketing, and evoke ways companies can use technology in service to people, rather than the other way around"-- |
| Beschreibung: | Includes index. - Includes bibliographical references and index. - Print version record and CIP data provided by publisher |
| Umfang: | 1 Online-Ressource (ix, 256 Seiten) |
| ISBN: | 9781118900802 1118900804 9781118900765 1118900766 |
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| spelling | Hritzuk, Natasha VerfasserIn aut The multi-screen consumer the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones Natasha Hritzuk, Kelly Jones Hoboken Wiley 2014 1 Online-Ressource (ix, 256 Seiten) Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Includes index. - Includes bibliographical references and index. - Print version record and CIP data provided by publisher "Advertising is being transformed by the move from traditional TV spots and static advertising placements to "multi-screen" marketing, where consumers control their own flow of content through smartphones, tv's, tablets, and pc's. This is an unprecedented opportunity for marketers. This book explains why the secret to effective multi-screen marketing is NOT to focus on devices (tablets, mobile phones, and computers) but on the ways customers use them, in order to deliver the right screen with the right message in the right moment. Effective multi-screen marketing brings more relevance to consumers, and more value for marketers. The authors identify four main types of multi-screen customer behavior: Content Grazing, which occurs when consumers use two or more screens simultaneously to access separate or unrelated content. Quantum Leaping, which occurs when consumers start an activity on one screen and continue it on another. Investigative Spider-Webbing, where consumers view related content on two or more devices at the same time. Social Spider-Webbing, the mirror image of Investigative Spider-Webbing that is extroverted and focused on sharing and connecting. In addition to new research and data on how customers behave in a multi-screen world, the book includes real-world examples from marketers and companies who are embracing a consumer-centric approach to multi-screen marketing, and evoke ways companies can use technology in service to people, rather than the other way around"-- Internet marketing Electronic commerce Marketing sur Internet Commerce électronique BUSINESS & ECONOMICS ; Marketing ; General Jones, Kelly MitwirkendeR ctb 9781118899021 Erscheint auch als Druck-Ausgabe 9781118899021 |
| spellingShingle | Hritzuk, Natasha The multi-screen consumer the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones Internet marketing Electronic commerce Marketing sur Internet Commerce électronique BUSINESS & ECONOMICS ; Marketing ; General |
| title | The multi-screen consumer the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones |
| title_auth | The multi-screen consumer the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones |
| title_exact_search | The multi-screen consumer the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones |
| title_full | The multi-screen consumer the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones Natasha Hritzuk, Kelly Jones |
| title_fullStr | The multi-screen consumer 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 | The multi-screen consumer the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones Natasha Hritzuk, Kelly Jones |
| title_short | The multi-screen consumer |
| title_sort | multi screen consumer 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 | Internet marketing Electronic commerce Marketing sur Internet Commerce électronique BUSINESS & ECONOMICS ; Marketing ; General |
| topic_facet | Internet marketing Electronic commerce Marketing sur Internet Commerce électronique BUSINESS & ECONOMICS ; Marketing ; General |
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