What's Second-Screening and How Does It Affect Your Marketing? - Forum.web.com
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What’s Second-Screening and How Does It Affect Your Marketing?

The consumer trend of second-screening is growing. Simply put, second-screening means consumers are using more than one screen at a time, such as watching TV while using a tablet or smartphone. But how does this new behavior change the way you should advertise? A study by Frank N. Magid has some answers.

The Heartbeat of Connected Culture – Magid Smartphone and Tablet Study 2013 reports that 74 percent of American mobile consumers now use a smartphone, and 52 percent of mobile consumers use a tablet. Magid predicts those figures will grow to 80 percent and 64 percent respectively next year.

As you might expect, the embrace of tablets and smartphones has been especially strong among younger consumers. More than one-third (35 percent) of those aged 18 to 34 say they think of smartphones or tablets their primary entertainment platform—similar to the percentage who consider the laptop/PC their primary platform (34 percent) and more than the 21 percent who still consider TV their primary source of entertainment.

But that doesn’t mean TV use is dwindling—it simply means that more people are adding a second screen to what they’re doing while watching TV. According to Magid, some 56 percent of tablet owners use the devices while watching TV, as do 37 percent of smartphone owners.

Shopping is one of the major activities that users conduct on their second screens. What does this mean to you?

  • Be directional. Use cable TV ads that direct users to your company’s website or to your product. You can create special offers for viewers of your TV ads, such as directing them to a specific landing page or giving them a discount code they can use on your website.
  • Keep it simple. Consumers are “drowning in data,” Magid says, and seek expert sources to help them sort through the clutter and make sense of it all. If your website or mobile app can provide simplicity and ease, you’ll be steps ahead of the competition.
  • Make it personal. Big companies like Amazon offer personalization but the transactions still feel automated. Get the edge by emphasizing the real people behind your business. Think about how your small business can provide the personal touch in your marketing messages, in your customer service, in your store or location and on your website.
  • Be relevant. Based on what your customers have shown interest in or bought in the past, delivering tailored marketing messages to them is a great way to drive sales. For instance, if your ecommerce site shows that a customer always buys children’s clothing, you could send back-to-school email messages or discounts on those types of products.
  • Think mobile. Moving forward, mobile devices will increasingly be part of consumers’ shopping process. Start now to make sure your marketing outreach, ecommerce site and social media presence are all mobile-friendly.

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Rieva Lesonsky

Rieva Lesonsky

Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at rieva@smallbizdaily.com, follow her on Google+ and Twitter.com/Rieva, and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.
Rieva Lesonsky

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