Unified Identity 1
All Together Now: The 3-Screens Strategy in Marketing
If you find yourself, on occasion, having your smartphone in hand, your laptop computer running before you, while your Television screen works a few feet away, then congratulations – you’re officially a three-screener! It may seem a rather dubious distinction but have no fear, there’s nothing negative to it, especially from a business point of view.
The multi-screen generation
Adults of ages ranging between 18 and 64, who regularly make use of a TV, smartphone, and computer and who also use their computer, smartphone, or gaming console to access the Internet 2-3 times a week are considered to make up the multi-screen generation. It’s reliably estimated that 33 million Americans with access to the Internet fall into this category.
This segment of the population is more often than not better educated and has a higher rate of employment than the rest of the general public falling within the same age range. More to the point, they have the disposable income to acquire these gadgets and the know how to have them all running in sync. They spend 54 hours a week on average doing something or other on media devices.
In marketing terms, this demographic has the label Multi-Screen Consumers, and it should be clear by now why they represent such a high-value target demographic.
The three-screen marketing strategy
Due to the fact that this group is more sophisticated and affluent, your marketing strategies need to mirror this reality and match up to their expectations. The Three-Screen Strategy is tailor-made for their particular quirks.
Constant and seamless customer intimacy is the overriding aim of this method. The kind of thing potential consumers might not know they need – until they have it – will successfully draw them towards your service without putting them off your offers considering them intrusions; product details showing up on your phone with a tap of the advert displayed on the TV; in-car consoles that alert you when you’re driving by an outlet selling collectible CDs of the artist at the top of your most played list, and the like.
Convergent media
The convenience of converging media presents a unique opportunity that may only be taken advantage of by those who figure out ways to make their products and services relevant and accessible across the various available platforms.
It isn’t an easy undertaking by any stretch of the imagination because this tech-savvy group knows all the tricks, and is thus less likely to fall for the traditional click-bait and pop-up traps that have worked over the years. You’ll have to really work for it, but it’s oh so worth it.
