News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Shift to multi-screening demands consistent marketing, branding across devices
A major new study from Google highlights the importance of a consistent marketing message across multiple channels, from television to mobile to email, to complement the increase in multi-screening.
Multiple device ownership is changing consumers' media consumption habits, and marketers need to keep up with this behavior.
Recent research by Google reveals that 90% of consumers now use a multitude of devices to search for and consume information and media.
Two main types of multi-screening behavior were observed by Google in its study of over one thousand consumers in the cities of Austin, Boston and Los Angeles.
- Sequential Screening: Moving between multiple devices to complete a single goal.
"Completing a task like booking a flight online, or managing personal finances, doesn't just happen in one sitting on one device. In fact, 98% of sequential screeners move between devices in the same day to complete a task."
- Simultaneous Screening: Using several devices at the same time.
"With simultaneous usage, we found that TV no longer commands our undivided attention, with 77% of viewers watching TV with another device in hand. In many cases people search on their devices, inspired by what they see on TV."
Of paramount importance is that marketers maintain brand and message consistency across all devices. And, with many online activities now beginning with smartphone use, a mobile optimized presence is a must.
Search was also seen as a "critical connector" as consumers move between devices, used as a way of continuing a task on another device. This means marketers should also focus on keyword parity across all screens.
- Mobile privacy and brand safety remain top challenges for UK media agencies
- Dispop proves the value of custom display ad creative
- Top 5 elements brands should test
- How to reduce the bounce
- Poor in-store service pushes festive shoppers online
- Why brands need more than CPM based metrics
- Reports show personalization impacts brand advertising
- Why brands should mine holiday data for new year performance
Featured White Papers
- 5 Tips for B2B Marketing Data Domination
You work hard to collect your marketing data. But you can collect so much that sometimes it's hard to make...
- 6 Step Roadmap to Engaging Customers With Social Media
For a growing number of consumers, social media is the preferred means of gathering product information and interacting with companies....
- The Making of a YouTube Blockbuster: 10 YouTube Blockbusters
You want to create the next viral video. Sure, who doesn't? But you knowing that videos "go viral" organically, not...
- 5 Questions About Managing Social Media that You Should Ask Your Agency
This white paper provides you with 5 questions you should ask agencies to help you separate the real candidates from...
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...