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Imperial Library
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Index
Cover
Contents
Title
Copyright
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
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