Marketing to Modern Digital Mulitaskers

Pete Prestipino — Mon, 18 Mar 2013 18:30:00 GMT

Microsoft has released results of an interesting study which examines why consumers are using multiple devices, the motivations that drive "simultaneous or sequential" usage across those devices, and what the opportunities for marketers are today.

The practical side of the study provides details on the modern consumer experience and addresses how consumers are in control of their own flow of content – and what marketers can do about it.

Microsoft found four typical "pathways" for the modern digital consumer. The first, "content grazing," is the most common pathway at 68 percent of consumers falling into this category. Content grazing occurs when consumers use two or more screens to access unrelated content (such as watching television and checking email and texting a friend).

The second multi-screen pathway is Investigative Spider-Webbing, and 57 percent of consumers engage in this manner. In this pathway, consumers are seeking information across multiple devices at the same time. For example, watching a television show and seeking out information on a tablet or PC.

There are also consumers that are on a "quantum journey" according to the research. 46 percent land in this pathway, where productivity and efficiency are paramount as consumers are trying to accomplish a specific task. In this consumer category, each screen adds something to the ultimate goal. For example, a consumer might take a photo of something on their mobile phone, look up reviews of the product ad on their tablet, and then purchase it at home on their desktop.

The last multi-screening pathway is also the least common. Just 39 percent engage in Social Spider-Webbing. Consumers are typically extroverted in this pathway and focused on sharing content and connecting with others across their digital devices.

Spider-Webbing, Quantum Journey, Content Grazing? What’s it all mean? Microsoft provided some tips for marketers based on these finding's and they certainly play to its own strengths. Microsoft not so subtly touted Windows 8 as a suggestion, which promises one of the more consistent and cohesive experiences across devices - from desktop to Xbox.

Microsoft also suggested that marketers be "Always On" and tailor their message throughout the day. For example, connect them with commercial content that can be consumed in small bites via Bing and casual gaming apps, and then help them investigate or communicate deeper in the evening through Windows 8 Ads in Apps, MSN Video and interactive rich media ad units such as the new IAB standard Filmstrip unit.

While not the most actionable data, it should provide Web marketers with some insights into how consumers may interact with brand messaging, reveal opportunities that they may not have known existed, and even generate some excitement about employing a system which is built from the ground up with experience truly in mind.

Webtrends Studies the Splinternet

Michael Garrity — Fri, 23 Sep 2011 07:00:00 GMT

A study conducted by Forrester Consulting, and commissioned by Webtrends, that examines "the effect that the explosion of new devices, emerging technologies and the fragmentation of digital marketing channels" has been having on both marketers and digital marketing strategies was released today.

Webtrends is considered one of the world's leaders in unified mobile, social and Web analytics and engagement and sanctioned the study, entitled "The Implications of the Splinternet and the Future of Web Analytics," in an effort to research the potential future of Web analysis and discover emerging trends in the digital marketing environment ahead of time.

The study was conducted in May of this year with 210 global senior-level digital marketers across various industries in both the United States and Europe.

What they found was that there are many marketers who seem to be having trouble with the fragmentation of technology standards and customer touch-points, and that this problem persists across most, or all, digital platforms and devices.

According to a Webtrends press release, the study produced three key conclusions:

- Disruption of the marketing landscape: The Splinternet, technology and channel fragmentation, leads to marketers trying to quickly adapt to a new multichannel environment and "racing to understand the Splinternet." In the study, 85 percent of the respondents said that they "Completely or Strongly Agree" that in order to best serve customers today, they have to improve their multichannel capabilities.

- Marketing strategies need rebooted: The foundations of the marketing strategies of many firms will need to be evaluated, and in some cases completely redone, in order to best establish "mutually beneficial relationships" with customers in an environment composed of new channels, technologies and high expectations from more sophisticated consumers. One question posed by the study asked what skills the respondents thought would be most important to their organization over the next five years in a post-fragmented climate. A total of 50 percent said that strategy was most important, followed by 28 percent who thought campaign planning was key.

- Multichannel success can be achieved by mastering multiple disciplines: A multidisciplinary approach will be the best way for firms to harness the opportunities that the Splinternet will present. Included in this are technology, organization, process and measurement, all of which are considered interrelated contributors to an effective campaign. Forrester found that 84 percent of respondents "Completely or Strongly Agree" that they would drive more sales and profit by establishing themselves as multichannel companies.

Webtrends Director of Product Marketing, Analytics Steve Earl says, "Clearly, as the results of this research demonstrate, future success in interactive marketing is inextricably linked to effective measurement across digital channels."

Starting on September 23, Webtrends will have a copy of the study available online here.

'Net Features : multichannel

Marketing to Modern Digital Mulitaskers

Webtrends Studies the Splinternet