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Multi-Screen Engagement: Marketing Across Devices
Posted on April 18th 2014
This week I moderated another great webinar from the SocialMediaToday Best Thinker webinar series, this time on the topic of Multi-Screen Engagement: Marketing Across Devices, sponsored by Act-On. The webinar included a great mix of speakers on this topic. Linda West, the Manager of Demand Generation for Act-On; Chad Parizman, the Director of Convergent Media at Scripps Networks; and Romi Mahajan, who is an author, angel investor, board advisor as well as president of KKM Consulting.
Linda got us started with some stats on multi-screen engagement followed by a case study from her work at Act-On. Some of her key points from research done in 2013 were: 51% of all emails were opened in a mobile environment, mobile now accounts for 12% of all American’s media consumption time, Mobile drives 23% of all paid search clicks, Mobile accounts for 15% of all ecommerce, and finally Social networks are receiving 39% of the total mobile traffic. So naturally Linda’s focus for the webinar was on a case study she worked on to make her landing pages and emails more mobile friendly, when she tested the mobile versus non mobile friendly pages and emails she got a whopping 93% increase in sales-ready leads!!
Then Chad gave us an overview of some campaigns Scripps Networks did for HDTV around the New Year and the Rose Bowl and how driving engagement using the big screen was helpful to their clients. Also a partnership with Viggle, the social TV app, allowed them to create real-time engagement. And his final case study was on Pinterest and how Scrippts used it to have a “pinning party”.
Romi also chimed in with his viewpoint on psychographic of connected users these days and how people are more distracted, so the fact that people are using multiple screens, means the impact marketing messages is scattered. Also we discussed the idea of do you synchronize all channels to display the same message or offer? Is Responsive or Adaptive design the best way to go?
If you have ever been on a SocialMediaToday webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Many of the questions from our audience revolved around topics such as: Is it Cross channel, Multichannel, Multi screen or Omnichannel? What does multiscreen mean for my content calendar?
If that piqued your interest and you want to hear the replay of this webinar, please check out this link. Otherwise we hope you will join us on another SocialMediaToday webinar! The next webinar is on Community: What to Outsource? What to DIY? Sign up for it on the SMT website or just view the schedule of upcoming webinars here.
(Multiscreen engagement / shutterstock)