When I attended Customer Engagement World earlier this month, I heard questions in some sessions about how to reach the multi-screen customer. Attendees wanted to know everything from how to use Instagram to reach younger audiences to ways to integrate customer insights from social channels into the traditional marketing mix. While some panelists shared some solid examples and offered helpful advice, I still saw confusion on the faces of many in the audiences.
Connecting with the multi-device consumer isn't an easy task. Delivering on the customer experience across multiple channels is an evolution and one that requires a deep knowledge of customer behavior as well as careful strategic planning.
In today's article, "Mastering the Multi-Screen Phenomenon," Anna Papachristos explores the ways in which brands are engaging customers across a multitude of devices and channels and are seeing great results. ABC, for examples, is effectively bridging Twitter and Facebook to its television programs for increased engagement.
While marketers will play an increasingly important role in monetizing the multi-screen experience, so will IT. They're tasked with the successful adoption of technologies that meet the new requirements of integrating the cross-channel, multi-screen experience in ways that seamlessly and consistently manage communications across consumers' journeys with brands.
And as the holiday shopping season ramps up, it will be interesting to watch how retailers facilitate the multi-screen experience to match prices, send targeted coupons, and enable showrooming.
Hopefully both marketers and IT are ready for the multi-screen phenomenon. According to digital video brand advertising firm YuMe, 68 percent of consumers plan on doing most or all of their holiday shopping online and 58 percent plan to use connected devices to shop online.
Whether you're a B2B of B2C company, how are you engaging with the multi-screen audience? Check out today's article and let us know your thoughts.