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Multi-screen marketing : the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones

Author: Natasha Hritzuk; Kelly Jones
Publisher: Hoboken : Wiley, 2014.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
Simplify your multi-screen marketing by putting consumers at the center of your strategy The rise of the digital age means that consumers have unprecedented access to information and they're no longer interested in a ""one size fits all screens"" experience. Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones is a comprehensive guide to  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Hritzuk, Natasha.
Multiscreen Marketing : The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones.
Hoboken : Wiley, ©2014
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Natasha Hritzuk; Kelly Jones
ISBN: 9781118900765 1118900766 9781118900802 1118900804 9781118899021 1118899024 9781306684958 1306684951
OCLC Number: 877772358
Notes: Laptop or Desktop.
Due to publisher license, access is restricted to authorised GRAIL clients only. Please contact GRAIL staff.
Description: 1 online resource (268 pages)
Contents: Multi-Screen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones; Copyright; Contents; Acknowledgments; Chapter 1: The Seven Things You Need to Know toReach 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; Chapter 2: Meet the People behind the Screens; Market to Your Customers, Not to Their Devices. Television: The Jester and EverymanThe Computer: The Sage; The Mobile: The Lover; The Tablet: The Explorer; Case Study: Yezi Tea; Marketer Implications; Chapter 3: Know Your Customers' Decision Journey; Use Screens to Facilitate Decision Making; The Consumer Decision Journey: Retail; Open to Possibility; Decision to Buy or Change; Evaluating; Shopping; Experiencing; Key Takeaways; The Consumer Decision Journey: Skin Care and Hair Care; Open to Possibility; Decision to Buy or Change; Evaluating; Shopping; Experiencing; Key Takeaways; The Consumer Decision Journey: Food and Beverage. Open to PossibilityDecision to Buy or Change; Evaluating; Shopping; Experiencing; Key Takeaways; The Consumer Decision Journey: Auto Buyers; Open to Possibility; Decision to Buy or Change; Evaluating; Shopping; Experiencing; Key Takeaways; The Consumer Decision Journey: Financial Services; Open to Possibility (Passive); Decision to Buy or Change (Passive); Experiencing (Passive); Decision to Buy or Change (Active); Evaluating (Active); Shopping (Active); Experiencing (Active); Key Takeaways; Pretty in My Pocket Case Study; Chapter 4: Introducing Quality Social. How to Harness the Real Power of Social across ScreensThe Quality versus Quantity Conundrum; The Power of Niche Networks; Introducing Quality Social; Case Study: La Marzocco; 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. Chapter 6: Drive Efficiency by Targeting ConsumerNeeds, 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; The Productives; The Connectors; The Media Centrics; The Mavens; Chapter 7: Initiate Action with Seamless Experiencesacross Screens; How to Execute Quantum Multi-Screening for Your Bottom Line; Quantum Multi-Screen Pathways; The Roles of Screens in Quantum Pathways; Mobile; TV and Streaming Console.
Other Titles: Multiscreen marketing
Responsibility: Natasha Hritzuk, Kelly Jones.
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Abstract:

Simplify your multi-screen marketing by putting consumers at the center of your strategy The rise of the digital age means that consumers have unprecedented access to information and they're no longer interested in a ""one size fits all screens"" experience. Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones is a comprehensive guide to understanding the multi-screen consumer. Written by thought leaders from Microsoft's Advertising Division, the book identifies what drives consumer behavior across d.

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