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A Winning Multi-Screen Strategy

Wilson Raj, writing for MarketingProfs, discusses multi-screen marketing and provides tips for developing a winning strategy.

Successful multi-screen marketing is a strategy that enables brands to reach audiences across multiple platforms.  By playing to each medium’s strengths, and keeping the messaging consistent, multi-screen messaging can be effective.

This article presents information from Millward Brown’s AdReaction 2014 report showing that users spend two out of more than seven hours of daily screen time using a digital device while watching TV.  The short attention span and multi-tasking behavior of consumers increases the need for consistent marketing on multiple media.

Consumers respond to a well-crafted brand story that feels the same, regardless of media. Raj’s examples of brands successfully using multi-screen campaigns are AMC’s campaign for Season 4 of “The Walking Dead,” and Nike’s, “Greatness” campaign from the 2012 Olympics.

However, unsuccessful multi-screen campaigns come with a price.  Consumers feel negatively about brands that show inconsistent multi-screen marketing, according to Forrester Research.

Tips for a successful multi-screen strategy:

-Use cross-screen analytics and targeting to reach audiences.

-Choose the most efficient media to achieve reach and frequency objectives.

-Consider mobile screens to generate buzz.

-Establish clear objectives and metrics.

Raj advises that media companies need a single campaign objective, whether increasing awareness, reducing attrition, etc. and should align all screen around this objective.

 

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