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Cross-Screen Engagement: 3 Things Every Marketer Needs to Know

Written on
Apr 1, 2014 
Author
George Burciaga  |

ADOTAS – Mobile has firmly established itself as an essential part of just about every marketing mix. However, while mobile represents an important piece of the marketing pie, it’s essential to remember that not everyone is fully on board with mobile yet. Just under half of all Americans still don’t have smartphones, and you can’t afford to leave those users out.

Marketers are moving away from mobile-only and mobile-first approaches because the fact is more and more people are consuming using more than one screen at a time whether it be TV, tablet, mobile, desktop or even interactive screens at retail locations or near the point-of-sale. By adopting more comprehensive, integrated cross-screen strategies and targeting consumers across several screens, marketers are able to ensure that they can reach the less tech-savvy consumers while still effectively targeting consumers with one or more device.

This year, more than 90 percent of advertisers plan to launch cross-screen campaigns. Though there is no secret formula for the perfect cross-screen campaign, here are several points to keep in mind when implementing your own cross-screen strategy.

1. Tailor Content to the Consumption Patterns. When working across multiple screens, it’s essential to keep in mind that each screen has its own set of consumption patterns and times of use. For example, PCs tend to be used in the morning for time-sensitive tasks, while TVs are used in the evening for entertainment purposes and mobile phones are almost always in use, connecting both the worlds of work and play. This means content that works on a desktop doesn’t necessarily work for mobile or other interactive touchscreen interfaces. Whether it’s a TV, PC or interactive display, each platform comes with its own technological opportunities and limitations. Tailor your content and design to each specific platform. In doing so, you’re able to optimize the user experience and ultimately improve the effectiveness of your advertisements.

2. Provide a Consistent Message. It’s absolutely essential for marketers to strike a balance between campaigns that are effective on specific platforms, while still being effective overall. As mentioned above, not every platform lends itself to the same context or consumption patterns, and while content should be tailored to each platform’s functionality, it is important to convey a consistent message.

As consumers are increasingly using one or more devices at once, a clear and focused message across screens is the key to creating a truly engaging and connective experience with the user. When done properly, it can even encourage these multi-screen behaviors, further extending their interaction with your brand.

3. Think Content-First. Though it can be a challenge for marketers to strike the proper balance between a campaign that caters to platform-specific functionality and presenting a consistent message across screens, good content will always shine through.

Purely promotional messages often fall flat. The best way to engage with consumers is to create an experience that provides them with fresh, relevant and valuable content. Consider incorporating interactive elements that allow the consumer to partake in the brand experience. This can be anything from taking a photo with a branded digital frame at a display in-store or playing an interactive game.

Going beyond impressions, good content should generate true consumer engagement. And the more interactive the content is, the better it will connect with consumers. When creating content, consider incorporating sensory elements such as sight, sound and touch if possible to create memorable and engaging interactions that create an immersive brand experience across multiple screens.





George Burciaga is the CEO and founder of elevate DIGITAL, a leader developer of street-level digital interactive technology. Founded in 2011, elevate DIGITAL’s touchscreen displays enable advertisers to reach consumers through a highly engaging interactive medium and provide consumers with free access to a broad range of information and services.

Reader Comments.

great piece, I also ran into the elevate (relate stories)units in Vegas, amazing technology… nice job.

Terri

Posted by terri issac | 7:06 pm on April 25, 2014.

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