The Abilities of the Multiple Screen Digital Marketing
- Our daily media interactions are Approx 37% on SmartPhones
- All of 90%media interactions are screen-based
- People use sequentially multiple screens
- The most common way consumers continue from one device to another is by Searching.
- The most popular cross devices activities are
- 81% Browsing the Internet
- 66% Shopping Online
- 45% Managing Finances
- 43% Planning a trip
- People watch TV approx 78% of times with another device such as
- 35% people use PC or Laptop while watching TV
- 48% people use SmartPhones while watching TV
- For online shopping people have used approx 68% of multiple devices sequentially
- Enables spur or prod of the moment shopping by SmartPhones’ accessibility which are ‘81% Spontaneous’ and ‘19% Planned’.
- Content Grazing
- Social Spider-Webbing
- Investigative Spider-Webbing
Today Multiple Screen digital marketing is a challenge of consumer engagement. Multiple Screen also known as Second Screen. Multiple Screen Consumer engagement is become a big challenge for digital marketers because whether users use more than 1 device continuously or simultaneously the consumer utilize them all to be always more productive and socialize. About the valuable content insight by which users or audience will engage or like can only be happen by observing user behaviors. In simple words, Multiple Screen or Second Screen engage user with multi screens simultaneously and is a kind or form of digital marketing. Variety of screens across consumer engagement at the same instant is known as Cross Screen Engagement. And shopping behavior is known as T-Commerce that is driven by TV viewing. It occurs whether it occurs with deviation on secondary device or smart TV.
The passing Era is a new Multi-Screen World and for understanding about ‘Cross-Platform Consumer Behavior’ let’s put a glance on some points below:
Media consumptions is majority screen-based
To accomplish their goals the consumers move between multiple devices
TV is no longer commands our full attention
Multi-Screen activity is a Online Shopping
Therefore Multi-Screen are marketing techniques that focuses on keeping and capturing audience attention. For achieving goals in better way here are some helpful and useful insights which will help you.
Plan content accordingly by recognizing user behavior
There are different multi-screening behavior types identified by the Microsoft Advertising.
Well no one knows that which user has multi-tasking behavior and which user does not have. Use of more than one or two devices to access unrelated content is called content grazing. In content grazing people sometimes engaging which feels like they are multi-tasking and this behavior mostly shaped by a need for distraction and habits. Approx 67% consumers use it.
Use of more than one or two devices to share content and communicate simultaneously is basically social spider-webbing. It is obvious that when a piece of some interesting and catchy content seen by users so their desires of sharing that content comes out and they share and after sharing that content they will start conversation or receive opinions about that shared content by those people who see their shared content. Approx 38% consumers use it.
To access related content by using more than one or two devices at the same instant is known as investigative spider-webbing. In search of some additional or further information the users encounter relevant content that magnifies their multi-screen experience. Approx 56% consumers use it
Serial or successive use of more than one or two devices when on one device an activity started and finished on another is called quantum. Users are looking to increase their productivity following quantum behavior paths, which is why the users choose to switch to that device which better suits their needs, necessitated or demands. Approx 45% consumers use it.
Gamification is one of the greatest perceptivity of multi-screen digital marketing. It improves data quality, learning, user engagement and return on investment. Just take an example to understand about Gamification is like a pre-show advertising in theatres of movie where the movie-leavers or goers on their SmartPhones they can participate in games. And by playing this will be like a contest and the points they collect could be able to win prizes.
Monetize Multiple Screen Traffic
Multi screen digital marketing is all about engagement of audience but also it can become a chance for new gross flows. On TV a call-to-action can take lead to your website. Approx 28% of consumers of age 25-35 years old while watching TV, shop on their SmartPhones. Your aim should be creating an experience where it is highly commodious for a multi screen user to purchase brands and products online with an app or a browser at the same instant or simultaneously. It helps a lot to engage audience which is why we would suggest you to own it and drive up the traffic.
We have much more stuff to share about this interesting topic but later. Therefore we will publish its second part very soon till then read these useful insights and apply.