Multi Screen Media

If you’re ready to Crack the Code to Multi-Screen Campaigns, here are Some Ways to Start:

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✔ Make sure your brand messaging is consistent across TV, tablets and mobile phones. Think about the call to action in your TV ads: Does it promote discovery at the point of action?

✔ Make sure your site loads quickly and clearly on any mobile device. 80% of customers will abandon a mobile site if they have a bad user experience, according to Google’s recent Mobile Playbook. Don’t have a mobile version of your website yet? That’s a great place to start.

Creating one is one of the best steps you can take to win local users.

✔ Add click-to-call. Many ad networks (Google AdWords included) offer this function, where your phone number appears as a clickable link right in the ad. That makes it simple for your shoppers to take action.

✔ Look at mobile video ads. Mobile and video are both exploding worldwide. Put them together for a double brand punch.

✔ Advertise in mobile apps, especially if you’re trying to get users to download an app. There are special networks that make this easy, including Google’s own AdMob.

✔ Add reminders and alerts. Find new ways to signal to shoppers — by email or by alerts after they sign in — that they may have left something in their cart or shopping bag from a previous visit.

Our study showed that 90% of users turn to multiple screens sequentially to accomplish a task. Nearly all of those users (98%) move between devices in the same day. Simultaneous use is almost as popular.

Multi device states




What can mobile marketers do to connect with local consumers and drive them straight to their store?

✔ Try hyper-local ads. Create separate campaigns targeted by city or ZIP code to reach your precise local customers.

✔ Turn on local ad extensions and features. Ad extensions are added business information you can include with your ad — like your address, website page links or product data. 41% of shoppers look online for local information like store locations, parking, hours or a phone number.

✔ Try local offers. Local deal sites like Google Offers Near You, AmazonLocal, Groupon and foursquare specials can bring nearby shoppers into your store for the first time.

The faster you fail, the faster you learn what works. Treat your online marketing campaigns as if they’re always in beta. When you put someone in charge of your marketing, make sure they’re the kind of self-starter who likes to attack a problem. And make sure you give them the power and freedom to jump in and act right away.

Two-thirds of the world’s population has mobile phones. By 2020, 5 billion people will be on the web — and 10 billion people will have mobile phones.

“We are not being the best we can be by focusing on just the overall website conversion rate. We are not getting a good understanding of the complete picture. We are being short-sighted. We are leaving money on the table.”

Make sure mobile is a full partner in your plans. If you don’t have a mobile site, create one.

“Where’d you hear about that game?”

She said, “I saw a commercial and it looked fun, so I looked it up on my phone. I saw it was a puzzle game and it got a good rating, so I used some of my gift card money to buy it at the store.”


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