Multiscreen Marketing by Natasha Hritzuk & Kelly Jones

Author:Natasha Hritzuk & Kelly Jones
Language: eng
Format: epub
ISBN: 9781118900802
Publisher: Wiley
Published: 2014-04-22T00:00:00+00:00

Spider-Webbing

Finally, a third opportunity for marketers to drive Quality Social emerges from a study we conducted to understand the core needs driving people’s multi-screening behavior. We’ve seen a lot of studies documenting how people move across screens, usually starting with the television, then picking up other devices like the mobile and tablet in a roughly simultaneous fashion. All the screens are on and actively being used at the same time. But to what end? When we dig a bit deeper, we discover that one of the needs that people are seeking to fulfill when they use multiple screens is fundamentally social in nature, specifically, all of these different screens are being used to help people reach out, share, and connect with others. Digital is once again emerging as a great conduit to help people meet their need of having quality social interaction with others, with each screen allowing for easier, more seamless connectivity and engagement between people. We call this simultaneous pathway Social Spider-Webbing.

Social Spider-Webbing is typically ignited with a content catalyst. The most frequent is still that largest of screens—television. Consumers see something that sparks their interest, and this drives a desire to share ideas, thoughts, comments, or opinions around what they’ve seen or heard. It is tempting to assume that the key to Social Spider-Webbing is to land something provocative, funny, or startling on television (or another screen), which will generate a flurry of social buzz. Mass sharing of content and getting thousands of people to view your video or campaign is better than nothing; at least you aren’t throwing content into the wind. But isn’t it better to have the right people sharing your content with others in a meaningful way? Social buzz isn’t meaningful if a message is increasingly diluted—or worse, subverted, as it spider-webs across screens and along varying strands of content (vines, videos, tweets). The objective is to have your message validated, reinforced, and perpetuated among people who are advocates and genuinely influential.

To do this well, marketers need to create clear alignment between what they want to say and what people want to hear. With television advertising, this is an old art that most marketers have mastered. But in the world of digital, we’re often focused on gimmicky content that gets passed around because it captures immediate, short-term attention. It’s very possible that Kelly may have forwarded me a YouTube video of animals jumping on trampolines when she was supposed to be writing today (and equally possible that I watched it!), but I couldn’t tell you which brands were advertised within the video because they had absolutely nothing of value to offer in that small moment of distraction. Like a fireworks display, this sort of approach generates a big burst that lights up the sky, yet minutes later, all that’s left is smoke.

As marketers, we should aim to generate multi-screen social campaigns that mobilize around a clear need and drive meaningful, additive sharing and connecting. The ideal outcome is to cultivate loyalty and build lasting consumer relationships with our products and brands.

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