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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Simplify your multi-screen marketing by putting consumers at thecenter of your strategy The 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+ screens The 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.
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Contents
Acknowledgments
Chapter 1: 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
Notes
Chapter 2: 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
Notes
Chapter 3: 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
The Consumer Decision Journey: Financial Services
Pretty in My Pocket Case Study
Notes
Chapter 4: Introducing Quality Social
How to Harness the Real Power of Social across Screens
Case Study: La Marzocco
Notes
Chapter 5: Simplify Your Multi-Screen Content Strategy
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
Notes
Chapter 6: Drive Efficiency by Targeting Consumer Needs, Not “Millennials and Moms”
Learn the Multi-Screen 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
Notes
Chapter 7: 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
The Consumer-Marketer Value Exchange
The Personal Cloud
Case Study: Quantum Multi-Screening + Value Me and the Personal Cloud
Implications for Marketers
Notes
Chapter 8: Measure Consumer Metrics, Not Device Metrics
Avoid the Device-First Measurement Trap
Device Complexity Drives Measurement Complexity
The Legacy of Television
Media Buying, Planning, and Content
Consumer-Centric Multi-Screen Measurement
A New Approach: The CDJ Measurement Tool
Marketer Implications
Chapter 9: Meet Your Customer in Her Moment
Afterword: Winning in the Next Wave: Why Multi-Screen Marketing Is a Clarion Call for CxOs and Boards
Index
End User License Agreement
List of Illustrations
Figure 2.1 Yezi Tea Website with Sage-Like Information
Figure 3.1 The Consumer Decision Journey: Considered Retail Cheat Sheet
Figure 3.2 The Consumer Decision Journey: Habitual Retail Cheat Sheet
Figure 3.3 The Consumer Decision Journey: Beauty Cheat Sheet
Figure 3.4 The Consumer Decision Journey: Snacks Cheat Sheet
Figure 3.5 The Consumer Decision Journey: Auto-Buyers Cheat Sheet
Figure 3.6 The Consumer Decision Journey: Financial Services Cheat Sheet
Figure 3.7 Pretty in My Pocket Mobile App
Figure 4.1 The Linea Love Campaign
Figure 6.1 Top Activities within the Content Grazing Pathway
Figure 6.2 Social Spider-Webbing Incidence by Age and Gender
Figure 6.3 Incidence of Social Spider-Webbing by Motivations
Figure 6.4 Multi-Screen Pathways by Lifestage
Figure 6.5 The Consumer Decision Journey: Financial Services Lifestage Demographics
Figure 7.1 Quantum Pathways are about efficiency.
Figure 7.2 Power and recognition are more evident in Quantum Pathways.
Figure 7.3 Percentage of consumers who believe it’s important to share information vs. satisfaction with doing so.
Figure 7.4 Value Me Market Snapshot
Figure 7.5 What makes consumers comfortable sharing.
List of Tables
Table 5.1 Consumer Goal-States
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Guide
Cover
Table of Contents
Begin Reading
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
Cover design and illustration: George Neill
Copyright © 2014 by Microsoft Corporation. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data:
Hritzuk, Natasha.
The 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.
pages cm
Includes index.
ISBN 978-1-118-89902-1 (cloth); ISBN 978-1-118-90076-5 (ebk); ISBN 978-1-118-90080-2 (ebk)
1. Internet marketing. 2. Electronic commerce. I. Jones, Kelly. II. Title.
HF5415.1265.H75 2014
658.8'72—dc23
2013051131
Acknowledgments
Thank you to our talented Consumer Insights team—Anita Caras, Esther Burke, Ivy Esquero, James Comer, Jian Yang, Jocelyn Richie, Linda Liberg, Martyn Crook, Natasha Moisio, and Phil Jones—who, with passion, skill, and an innovative mind-set, are committed to bringing a human face to data and technology; Shelley Zalis, Maury Giles, Whitney Cornell, Caroline Van Sickle, Boris Musa, Wendy Weng, Steve MacBeth, Steven Webster, Chloe Fowler, Richard Fraser, Christian Claussen, and Alexei Orlov for their brilliant insights and case studies; George Neill, our resident Renaissance Man and cover designer, for demonstrating that he is truly our Maestro of Design; Cabrelle Abel for her remarkable intelligence and patience; our Microsoft marketing and PR teams for their amazing support of Thought Leadership and Consumer Insights; our sales team, who embraced our work and provided the opportunities for us to test and share our ideas with customers; the teams at Ipsos OTX, Flamingo, Razor Research, The Modellers, and The Future Laboratories for their considerable contributions to our research over the years; to Richard Narramore, Tiffany Colón, Lauren Freestone, and the Wiley team; and finally, to Rick Chavez for his advocacy of Consumer Insights, for being a great sounding board and a consummate ideas man . . . and for somehow not firing us at any point in this process.
On a personal note, from Natasha: thank you to my family, Grant and Rosalind, who patiently endure my travel schedule, odd work hours, and permanently open computer. You make coming home every day the best reward anyone could hope for; my parents, Lois, John, and Jim (“Cricket”) for their support, encouragement, and love; and to my friends who bring levity, great conversation, and joy into my life.
From Kelly: thank you to Korry, Marly, and Erin, true soul sisters each; Ron and Nancy Jones for their never-ending support; and to Rob for all of the reasons, all of the time.
Chapter 1The Seven Things You Need to Know to Reach Your Customers across Televisions, Computers, Tablets, and Mobile Phones
It’s Monday morning, and an average American consumer—let’s call her Stacy—wakes up to her alarm on her mobile phone. She checks her calendar in bed, then showers after turning on her favorite morning televsion program. While she jams a piece of bread in the toaster and wakes up her kids, she checks her mobile weather app and replies to a few e-mails. Then, while her husband gets the kids ready for school, she’s off and running—out of the house and into her car.
On her commute, she takes a conference call on her mobile phone and uses an app to find which gas station has the cheapest gas near her office. At work, she alternates between her mobile and laptop, often taking a few minutes to browse her favorite shopping sites and check her children’s school website. She runs by the grocery store in the evening, using a coupon on her phone when she checks out at the register. Once home, she grabs a recipe from her tablet, watches a video her friend sent her, and plays a quick game on her Xbox with her kids before dinner. After they go to bed, she relaxes with her tablet in front of the television with her husband and gets a little work done on her laptop. In short, she’s online, she’s mobile, and she’s moving between multiple screens. And that’s just Monday.
Now, let’s look at a typical marketer. We’ll call her Jen. Jen runs a small clothing boutique focusing on casual work attire for professional women. She knows her customer is busy. And she knows that her customer, like Stacy, is consuming content across televisions, computers, tablets, and mobile phones every day. But she doesn’t know how to capture her customers’ attention. Her local televsion spot is expensive and nearly impossible to measure. Her search campaign takes hours to manage. She hates printing up postcards and buying up direct mail lists when she knows her postcards are tossed out with the day’s recycling. She’s constantly barraged by businesses that say they can help, but they typically specialize in one trendy thing—mobile apps or social campaigns—without linking to the big picture. Jen doesn’t want more Facebook “likes,” she wants to improve her bottom line.
Sound familiar? Now, more than ever before, your customers’ time is precious, and their attention is divided. At its simplest, being where your customer is spending her time is why multi-screen advertising is vital for brands to stay relevant, effective, and competitive. So why aren’t all campaigns multi-screen by default?
Multi-screen marketing in its current form is not exactly simple. As marketers, we’ve grown used to running traditional campaigns across new forms of digital media. Yet we’re still using traditional methods of buying, executing, and measuring campaigns, partly because it’s hard to keep up with new technologies and the ways consumers are using them. But we’re often taking chances where we shouldn’t and nearly always not getting enough bang for our marketing buck. Big branding campaigns tend to gravitate toward the richness and large audiences of television, whereas direct response campaigns have favored the immediacy and measurability of channels like search. Programmatic buying—the practice of purchasing audiences via real-time bidding, retargeting, and behavioral targeting—has become increasingly attractive due to its scale and efficiency, and video across all channels has become an essential extension of our brand campaigns. Meanwhile, mobile, social, and local agencies have popped up seemingly overnight, insisting on line items for each new channel. Marketing budgets have splintered to address these seemingly divergent media silos, with different agencies handling different types of campaign or media buys.
In short, today’s marketing strategies are structured by devices and the traditional marketing ecosystems swarming around them. But is it all really working? We believe there’s an easier way to market to your customers across screens. And here’s the good news: you don’t need to be a big-budgeted Fortune 500 company with seven agencies on speed dial to accomplish it.
We travel all over the world speaking to brand marketers and their agencies about how to use consumer insights to drive smarter multi-screen marketing strategies. And it doesn’t matter if they have marketing teams of 1 or 1,001; all marketers struggle with the same challenges when it comes to reaching and engaging consumers across screens. In a world where device and media proliferation is the new reality, marketers like Jen face an overwhelming array of new uncertainties. Is it sufficient to advertise on televsion only? When should mobile factor into the media mix? Do I need to craft unique creative messages for different devices, such as tablets? How should I be preparing for newer form factors, such as augmented reality and mobile payment? How does it all work together? And most important, how do I know any of this new media is even working?
Ironically, the very same technological breakthroughs that are supposed to be positioned to help businesses only amplify the complexity of reaching consumers with the right message at the right time. With separate social and mobile line-items appearing in nearly every advertising request for proposal (RFP), marketers often rely on a technology-first approach, where they focus on the capabilities of the device, rather than the needs of the consumer. This approach obscures the fact that these devices are just physical objects without any intrinsic meaning when divorced from the people who use them. Most marketers aren’t aware that they are using a device or technology-first approach. It’s simply been the way we have done things since the dawn of the television era. But in a multi-screen world, this approach takes too many resources and results in wasted budgets.
While it may be surprising to hear a pair of consumer-insights researchers who work for a technology company say that our industry’s current obsession with device-centric strategies is wrongheaded, that’s exactly what we’re going do.
In 2010, when I joined Microsoft from General Mills, I knew I was making a big professional leap from the consumer packaged goods (CPG) sector into technology. In the world of CPG, the consumer is at the heart of everything you do—from product development to branding and communications. It has to be. Without in-depth consumer insights, commoditized products like cereal or bottled water would lack any meaningful differentiation. In the world of technology, however, software and devices are at the heart of most strategies, and the expectation is often a form of magical thinking depicted in the movie Field of Dreams: if you build it, they will come. Given this chasm, I assured myself that at least I was in the digital media business, which would function as a bridge between these two worlds: deploying devices and technology to connect brands and products to consumers. After a few months into the job, however, I realized this bridge was more illusory than real. It became pretty clear to me that the digital media playbook was grounded in the “build it and they will come” paradigm, and consumers were cast in a surprisingly recessive role.
Consider a mom away from her family on a business trip—let’s call her Sarah. Sarah uses Skype every night to catch up with her family, read her child a bedtime story virtually, and be “home” just as she would if she weren’t away. Skype is not just a video chatting product or piece of technology untethered from a human being; it’s an enabler of a very specific need. For Sarah, it’s an enabler of her need to be a good mother, even when she’s away. Technology, therefore, is only as good as the human needs it serves. People, with all their nuances, contradictions, and complexities, are still at the helm. And yet many marketers would see this interaction as only a series of data points: a consumer’s gender, the amount of time she spends on a video chatting service, and perhaps the time of day she does it. And as a result, they might inundate her with ads that are completely irrelevant to her needs at that moment. She might get ads for shopping deals based on her current location, but she’s not interested in shopping in Omaha while on her business trip; she wants to connect with her family back home. So simply relying on location or demographics is not a successful way to reach Sarah.
So how did consumers get lost in the digital shuffle? Why are marketing campaigns organized around devices instead of around customer needs? Unintentionally and incrementally. In other words, no one has deliberately set out to marginalize consumers, and there has been no single watershed moment when consumers were decisively pushed into the background. We believe there are three major factors that have landed us here: first, the functional complexity of digital devices; second, the way media is bought and sold; and third, the legacy of a television-dominated advertising world. The combination of these factors has driven consumers into the background and ultimately complicated our ability to market to them effectively in a multi-screen world.
Functions and Features: Where Are Consumers in the Mix?
If you think about traditional media, there isn’t a tremendous amount of complexity in terms of what consumers actually do with each media channel: they look at magazines and read newspapers; they listen to the radio; and they watch programs on television. As a result, figuring out how to land advertising on these media is reasonably straightforward: visual for magazines and newspapers, auditory for radio, and a combination of both for television.
When one factors in digital media, however, things get a bit more complicated. Each device in the digital space, from the personal computer to the smartphone, is multi-functional by design. A laptop computer with Internet access embodies myriad functions, including word processing, mapping systems, reference libraries, trip planners, social connection capabilities, and entertainment hubs. Mobile devices like smartphones and tablets take the functionality of computers, shrink them down into smaller packages, and layer in a few additional functions, including digital cameras and video. Suddenly, your computer is pocket-sized and completely portable.
But as a digital marketer, how can you possibly begin to think about delivering content on these complex, multi-functional devices? The most intuitive approach is to identify the primary “thing” these devices do—word processing, searching, video streaming, location mapping—and focus on delivering advertising within these functions. And in fact, this is what has happened today. We stick a pre-roll ad within a video and place it on a mobile phone or a big screen games console. Another approach is to focus on the device’s technological features. For tablets and smartphones, we know that they’re portable, they have touch screens, and they support apps. So we develop local, in-app campaigns. But the more we focus on functions and features, the further away we get from the people who are using these devices; the further we get from the people using these devices, the greater the risk that we build marketing campaigns that are technologically clever, but fail to build bridges between consumers and brands.
Arguably, we haven’t even mastered the art of digital advertising on single devices, yet now we’re confronted with the even bigger challenge of how to create campaigns that flow across multiple screens. Marketers typically default to simply taking their strategy for advertising on a single screen and applying it everywhere. But the technological feature approach falls flat when applied to more than two screens; mobile phones and tablets are portable, but televisions and computers aren’t. So creating a campaign based on mobility isn’t multi-screen advertising—it’s single-screen advertising applied to multiple screens. Similarly, touch screens and apps are predominantly mobile- and tablet-feature dependent, so campaigns that capitalize on these capabilities don’t play to the strengths of less portable screens.
On the surface finding a common “thing” that each screen does, seems like the most straightforward way to tackle multi-screen complexity. People watch content on televisions, computers, mobile phones, and tablets, so let’s take our television campaign and just push it across each screen. Simple! But this approach assumes that consumers relate to each screen in the same way because the screens do similar things. As we’ll discuss in Chapter 2, consumers have very distinct relationships with each screen, which means advertising content needs to be adapted accordingly. Without understanding these nuances, marketers risk taking great content that works on one screen and incrementally reducing its effectiveness as they apply it across each additional screen.
To create truly effective multi-screen marketing, we need to bring our focus away from device functions and features and turn it back to consumers. Going back to Sarah’s example, that means not geotargeting her video experience just because geotargeting is a capability, and instead focus first on Sarah’s needs, then on how the functionality of the device can serve them.
Launching Campaigns on Multiple Screens Is Not Multi-Screen Marketing
A second factor complicating marketers’ ability to successfully engage consumers across screens is the way media is sold and purchased. Traditionally, media agencies are structured to sell by device or channel, which, by definition, places the consumer in the background and makes it incredibly challenging to knit together a cohesive multi-screen campaign strategy.
When separate teams develop strategies for traditional and digital media, the overarching outcome is weak integration between television and digital screens. If digital media is further broken down into separate silos for search, mobile, social, and gaming, the fragmentation is even more pronounced. This fragmentation ultimately leads to separate campaigns and strategies for television, display media, programmatic media, mobile, social, and search. The biggest fallacy is that marketing campaigns on multiple screens translate into genuine multi-screen marketing. And yet ironically, running campaigns on a bunch of different screens only leads to marketing complexity and consumer bewilderment. According to a study we conducted in 2010, 80 percent of consumers expect their experiences to be improved through cohesive—not fragmented—multi-screen marketing.1 Brands that ignore this rising expectation risk driving a wedge between themselves and their customers.
From a marketer’s perspective, fragmented multi-screen campaigns make marketing incredibly and needlessly complicated. How do you create content and find the time, money, and resources to build different campaigns that hit all the varying media channels? Are you genuinely and effectively connecting consumers to your brands, products, and services by simultaneously driving social, mobile, television, and search campaigns? How do you begin to understand the aggregate impact and return on investment of these campaigns? It’s hard enough to measure the success of mobile and social campaigns, let alone the total impact of all these different campaigns together.
Placing marketing on a lot of different screens presupposes that consumers are using devices in a similarly fragmented way, which we know is absolutely not the case.2 The entire push to create multi-screen campaigns versus marketing on multiple screens is driven by endless amounts of data that show consumers are absorbing content across screens simultaneously and seamlessly. As is often the case, consumers are operating steps ahead of marketers, and we’re struggling to find a way to catch up to them.
It would be pretty bold to sit here as consumer insights professionals and suggest that we solve for fragmentation and disconnected marketing across screens by calling for all media agencies to restructure. Hey—we have a great idea, drop the silos and just merge all media selling into one group! If it were simple to effect massive infrastructural change, media agencies would have reorganized years ago. An easier way to reduce some of the complexity and disconnection that results from fragmented media selling and buying is to put the consumer at the center of your multi-screen strategy. If you begin by understanding how consumers use different screens—and even more important, what they are trying to accomplish across these screens—clear patterns emerge. These consumer-driven patterns subsequently guide how marketing campaigns are developed. As we will argue throughout this book, focusing on consumers creates clarity because there is order and predictability in human needs and motivations. And in a complex, multi-screen world, finding these patterns and responding to them doesn’t just make marketing easier, it also makes marketing better. We want to move away from marketing on lots of screens to connecting consumers to brands across screens seamlessly, meaningfully, and effectively.
The Legacy of Television
It is very difficult to create effective multi-screen advertising when we haven’t figured out how to evaluate whether these campaigns are delivering against brand and sales goals. As an industry, we’re still wrestling with how to measure digital, social, and mobile campaigns in a meaningful way, so it’s not surprising that we still haven’t determined the best way to measure multi-screen campaigns. This inability to measure whether these campaigns actually work leads to a couple of big problems.
First, marketers are loathe to invest in something if they can’t prove it works. Even if a marketing manager thinks a multi-screen campaign will be more effective than a standalone television campaign, she isn’t going to stake millions of dollars in a multi-screen strategy based on gut instinct. Second, even if the marketing manager works for a company that is comfortable with activating media plans and campaigns that can’t be fully measured (a rare thing, indeed), it is incredibly difficult to refine and optimize campaigns if you can’t assess what’s working and what isn’t. And since part of the appeal of online campaigns is the ability to iterate in real time, this scenario is incredibly problematic.
One of the big challenges underlying this measurement conundrum can be tracked to the dominant legacy of television. We’ve mastered the art of measuring how well television campaigns work with the help of Nielsen ratings and Gross Rating Points (GRPs). Marketers can make well-informed decisions about when and where to advertise on television to achieve their goals, whether it’s to increase sales or to draw attention to a brand or new product. Having this level of understanding and being able to make precise decisions around placing media on one screen makes it difficult to enter a world where you are operating in the dark. And so we enter the arena of the chicken and the egg: how will marketers work up the courage to invest in multi-screen campaigns if they can’t prove that they’re effective? But if too few marketers venture into the terra incognita of multi-screen marketing, we’ll struggle to find effective ways to measure whether they work.
Rather than throw up our hands, let’s go with what we know. We know how to measure campaign effectiveness on television, so why not take what works for television and apply it to the other screens? This isn’t a bad way to start, since it is helpful to have one metric that can be applied across screens; it’s certainly a better starting point than having different metrics across different screens. But we’re making a lot of assumptions when we decide to apply television metrics to other screens.
Assumption one: All screens deliver content to consumers in a similar way.
Assumption two: All screens drive similar results to television.
Assumption three: Consumers use each screen the same way and for the same reasons.
Assumption four: Existing metrics are meaningful in the digital age.
As you read through each of these four assumptions, it’s clear they don’t ring true. Using television-based metrics to assess whether media works on other devices is the ultimate case of a device-first strategy. Throughout this book, we’ll show that consumers relate to each screen, as well as screens in combination, in unique ways, so the manner in which marketers deliver content across each screen needs to be distinct. This has real implications for how we measure whether a campaign is working (or not) on each screen. Consumers also turn to different screens to achieve basic goals and meet basic needs, as we’ll show in our Digital Goal-State research, which means we need to start thinking about whether campaigns are delivering against consumer goals, not just marketer objectives. Shifting focus from devices to consumers starts to shed light on how we can resolve some of these larger cross-screen measurement issues. And critically, consumer-centricity helps to drive clarity around what we want to measure and what success looks like from a marketer and a consumer perspective.
In light of the challenges we’ve laid out so far, we do have some good news: it’s not as complicated as you think. In Multi-Screen Marketing: The Seven Things You Need to Know to Reach Your Consumers across Televisions, Computers, Tablets, and Mobile Phones, we take a unique consumer-centric approach to understanding why people use devices and digital services in order to bring the consumer firmly back into focus. We explore how consumers relate to each screen differently, illustrating that a “one size fits all screens” content strategy fails to deliver what consumers are actually seeking. We will establish the importance of adjusting content that fits the unique way consumers relate to each device, and then explore what happens when screens come together and are used in increasingly fluid and interchangeable ways. We’ll augment our findings with real-world examples from marketers who are embracing a consumer-centric approach to multi-screen marketing, and we’ll provide ways companies can use technology in service to people, rather than the other way around. And throughout, we’ll invoke our guiding philosophy the “why behind the what.”
The Why behind the What
We live in a data-rich world. And data provides a sense of security and certainty—if a number tells me something, it must be true! But in the media and marketing worlds, the proliferation of data we collect has presented us with a new and often overwhelming challenge: how do I make sense of the data I’m getting from televsions, computers, tablets, and mobile phones?
Every time someone searches for hotels in Palm Springs, posts a photo of her daughter on Instagram, books a restaurant in Orlando on Open Table, and orders some hand wash from Soap.com, these online journeys and transactions are recorded on servers as single data points. All of these data points become, at their best, a way of providing better services and information to people. But, at their worst, these data points exist as disconnected points of information—single stars in a universe without constellations—that can be nearly impossible to understand or navigate. It’s enough to make even the most data-driven marketer yearn for a simpler time when the only data point that counted was how many housewives tuned in to hear their favorite radio soap opera at lunchtime.
In many ways, data has taken on a life of its own. We have immense staffs of people hired to organize it, store it, and mine it for business-critical insights; we hold vast numbers of conferences to share our wins and challenges; and we hire consultants to come in and help us draw maps through the chaos. It’s almost as if we believe that the secret to winning in business lies in Big Data; we just need the right data sources and the best talent to uncover the road map to success. But perversely, being overly focused on data can make multi-screen marketing needlessly complex. Here’s an example that will help illustrate what we mean.
Baseball has traditionally been a game of statistics. Any real baseball fan will know her ERAs from her RBIs. And as the popular book Moneyball proved, there’s certainly a way to play the game by the numbers. But consider what happens when you eliminate the context, the “why behind the what” so to speak.
In Game 1 of the 1954 World Series, between the Cleveland Indians and the New York Giants, Willie Mays made a defensive play known far and wide as “The Catch.” Mays, arguably one of the greatest players of all time, made thousands of outfield catches during his 22-year career. And while millions of catches have been made in baseball, to date, there has only ever been one catch that is referenced with that capitalized preposition in front of it. Why?
The score was 2–2, and it was the top of the eighth inning. Cleveland had runners on first and second. Vic Wertz was up to bat. And with one smooth swing, Wertz crushed a ball to center field. Mays, who was partial to playing shallow so he could make faster throws to the infield, ran backwards to make a spectacular over-the-shoulder catch on the warning track; he immediately pivoted and threw the ball 440 feet to the infield, keeping the slightly shocked Cleveland runner at first from advancing to second. The sheer athleticism of Mays’s play went down in history. Wertz was out, and Mays saved the game for the Giants, who eventually swept the World Series. It was a spectacular moment that went well beyond the quantifiable fact of a single outfield catch; it captured the hearts and minds of the fans, and solidified the place of a new national hero.
A great outfield catch, an infield error, a game-winning home run. In and of themselves, all of these can be quantified, counted and measured. That’s the way they go down in the record books after all. But those are just the numbers. It’s the “why behind the what,” the humanizing and often qualitative insight, that stirs the passions of people around the world.
This is not a book about baseball. But the scenario above illustrates the dilemma marketers face: we have data we can look at six ways to Sunday, but all too frequently, we lack real insight—insight that helps us know our customers at a more emotional level—that subsequently enables us to make better and more accurate marketing decisions. It’s like the difference between hearing the play-by-play in a Vin Scully baseball broadcast versus trying to recapture the excitement of the game by looking at a penciled-in scorecard.
It has become clear that data has started to obscure the people behind the numbers, in much the same way that our focus on device functions and features has disconnected us from the people behind the screens. We’re harboring an illusion that numbers are simple and people are complex. The funny thing is, without a human face to bring meaning, numbers can be misleading, confusing, and often obscure the big picture.
For all of the incredible things data can tell us, it has two shortcomings: it only reveals what people do and usually only what they’ve done in the past. What people do can be unpredictable, changeable, and complicated, and what they did yesterday may or may not help us understand what they’ll do tomorrow. We can try to overcome some of these data limitations by building statistical models that help light up what may happen in the future based on what people did in the past. But we need to ensure that these models don’t take us further from the people whose actions generated the data to begin with. The more we rely on data exclusively, the more we risk making decisions based on partial insight and that are far removed from those big moments of insight we seek.
In the marketing and media world, we are particularly in love with data. Most of the decisions we make about where, when, and how to connect people to our brands and services are based on data; it gives us a starting point, and it helps us understand whether or not our advertising is working. We gather information from set-top boxes, from cookies, and across mobile phones, tablets, computers, and throughout the digital ecosystem. But our overreliance on data has also started to limit our progress as an industry. Data only tells us half the story. And, in the age of multiple screens and devices, knowing half the story is only serving to distract and confuse us at a time when we need more clarity.
Imagine that you have been asked to create a multi-screen marketing campaign to connect consumers to your brand—in this case, a global hotel chain. You access your vast stores of data and see that your target audience tends to watch television in the mornings and evenings. In the mornings, they’re also using their mobile phones and computers. In the evenings, they are active on their tablets, which they use with the television in the background. So you need a campaign that runs on television in the mornings and evenings, but also on mobile phones and computers in the morning and tablets in the evening. Even if you can figure out how to simultaneously run an effective campaign on these different screens, you also need to sort out what channels you will leverage: Search? Social? Video? All of the above?
You dig a bit deeper and gather more data. It appears that over the past few weeks, people have been watching the news in the morning, dramas in the evening, and searching for things like “flights” and “beaches” on their mobile devices, while e-mailing on their computers and tablets. Now you have a bit more information and can make an educated guess about what people are actually doing across these screens: being entertained, doing a bit of research for a beach trip and multi-tasking by catching up on e-mails with colleagues or friends. Based on what you’ve learned from this data deep dive, it’s clear you need to come up with a multi-screen campaign that links a hotel offer at a beach resort with a flight deal. Multi-screen campaign sorted!
