Hritzuk Natasha - Multiscreen Marketing : the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones

Cover design and illustration: George Neill

Copyright 2014 by Microsoft Corporation. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Hritzuk, Natasha.

The multi-screen marketing : the seven things you need to know to reach your customers across TVs, computers, tablets, and mobile phones / Natasha Hritzuk, Kelly Jones.

pages cm

Includes index.

ISBN 978-1-118-89902-1 (cloth); ISBN 978-1-118-90076-5 (ebk); ISBN 978-1-118-90080-2 (ebk)

1. Internet marketing. 2. Electronic commerce. I. Jones, Kelly. II. Title.

HF5415.1265.H75 2014

658.8'72dc23

2013051131

Thank you to our talented Consumer Insights teamAnita Caras, Esther Burke, Ivy Esquero, James Comer, Jian Yang, Jocelyn Richie, Linda Liberg, Martyn Crook, Natasha Moisio, and Phil Joneswho, with passion, skill, and an innovative mind-set, are committed to bringing a human face to data and technology; Shelley Zalis, Maury Giles, Whitney Cornell, Caroline Van Sickle, Boris Musa, Wendy Weng, Steve MacBeth, Steven Webster, Chloe Fowler, Richard Fraser, Christian Claussen, and Alexei Orlov for their brilliant insights and case studies; George Neill, our resident Renaissance Man and cover designer, for demonstrating that he is truly our Maestro of Design; Cabrelle Abel for her remarkable intelligence and patience; our Microsoft marketing and PR teams for their amazing support of Thought Leadership and Consumer Insights; our sales team, who embraced our work and provided the opportunities for us to test and share our ideas with customers; the teams at Ipsos OTX, Flamingo, Razor Research, The Modellers, and The Future Laboratories for their considerable contributions to our research over the years; to Richard Narramore, Tiffany Coln, Lauren Freestone, and the Wiley team; and finally, to Rick Chavez for his advocacy of Consumer Insights, for being a great sounding board and a consummate ideas man... and for somehow not firing us at any point in this process.

On a personal note, from Natasha: thank you to my family, Grant and Rosalind, who patiently endure my travel schedule, odd work hours, and permanently open computer. You make coming home every day the best reward anyone could hope for; my parents, Lois, John, and Jim (Cricket) for their support, encouragement, and love; and to my friends who bring levity, great conversation, and joy into my life.

From Kelly: thank you to Korry, Marly, and Erin, true soul sisters each; Ron and Nancy Jones for their never-ending support; and to Rob for all of the reasons, all of the time.

Its Monday morning, and an average American consumerlets call her Stacywakes up to her alarm on her mobile phone. She checks her calendar in bed, then showers after turning on her favorite morning televsion program. While she jams a piece of bread in the toaster and wakes up her kids, she checks her mobile weather app and replies to a few e-mails. Then, while her husband gets the kids ready for school, shes off and runningout of the house and into her car.

On her commute, she takes a conference call on her mobile phone and uses an app to find which gas station has the cheapest gas near her office. At work, she alternates between her mobile and laptop, often taking a few minutes to browse her favorite shopping sites and check her childrens school website. She runs by the grocery store in the evening, using a coupon on her phone when she checks out at the register. Once home, she grabs a recipe from her tablet, watches a video her friend sent her, and plays a quick game on her Xbox with her kids before dinner. After they go to bed, she relaxes with her tablet in front of the television with her husband and gets a little work done on her laptop. In short, shes online, shes mobile, and shes moving between multiple screens. And thats just Monday.

Now, lets look at a typical marketer. Well call her Jen. Jen runs a small clothing boutique focusing on casual work attire for professional women. She knows her customer is busy. And she knows that her customer, like Stacy, is consuming content across televisions, computers, tablets, and mobile phones every day. But she doesnt know how to capture her customers attention. Her local televsion spot is expensive and nearly impossible to measure. Her search campaign takes hours to manage. She hates printing up postcards and buying up direct mail lists when she knows her postcards are tossed out with the days recycling. Shes constantly barraged by businesses that say they can help, but they typically specialize in one trendy thingmobile apps or social campaignswithout linking to the big picture. Jen doesnt want more Facebook likes, she wants to improve her bottom line.

Sound familiar? Now, more than ever before, your customers time is precious, and their attention is divided. At its simplest, being where your customer is spending her time is why multi-screen advertising is vital for brands to stay relevant, effective, and competitive. So why arent all campaigns multi-screen by default?