Aug
9
2013

Is Emerging Technology Dividing or Consolidating Your Consumer Base?

There can be no doubt that mobile technology has seen an explosion of popularity over the past few years. Throughout this period, we have not only seen a massive increase in the number of people using mobile technology but also the variety of devices there are to choose from. This diversity of screens has been at the forefront of the Toronto business marketing discussion for the past few years so let’s take a look at how we should be handling it.

By taking the four major categories of screens (TV, computer, tablet and smartphone) into account; the 2012 Google Multi-Screen Report demonstrated that 90% of all media interactions were occurring in front of some sort of screen. This lets us see that, with only 10% of interactions taking place through radio and print sources, you should be focusing the majority of our Toronto business marketing efforts on screen based media if you aren’t already.

Now that we have agreed on the basics of screen vs. non-screen media, let’s dive a little deeper and take a look at how the different screens are affecting our consumer base. As the title of this post suggests, our goal is to determine if the emergence of these has caused a division or consolidation of our audience and how we should be attempting to reach them. This is where the multi-screen world and the preferred usage for each of those screens come into play.

Multi-screen usage behavior can be broken down into two basic categories:

  • Sequential UsageSwitching from one device to another in the middle of a task, immediately or over time in order to complete the task on the better suited device.
  • Simultaneous Usage Using multiple devices at the same time. This can be the use of two devices in conjunction to complete a single task or simply completing an individual task on each device.

These terms are important to understand differentiate when planning a Toronto business marketing plan, but for the purpose of our current question we can treat them as one. Why can we make this simplification?

Good Question!

We are able to do this because in either case, whether our audience is switching between devices or using them simultaneously, the answer is the same. Contrary to the popular media portrayals, the multi-screen world is a boon for the digital marketing world. Due to the preferences shown by users as to what they use each specific device for, we can specifically target our Toronto business marketing money and efforts not only to the device where they are most likely to be seen by a given demographic, but beyond that we can also target the most likely state of mind that consumer may be in given the task they are most likely to be accomplishing. To over-simplify the issue one last time, Microsoft has shown that we can associate each of the 4 screens with a specific title summarizing their common usage and what consumers commonly expect from them.

  • TV“The Entertainer”, in spite of the availability of 24 hour news channels, consumers still report most frequently turning to their television when they want to be entertained.
  • Computer “The Sage”, this is where we most often turn when we want information. Portability is great, but most users still turn to their laptop or desktop when they need to accomplish serious tasks for work or school.
  • Tablet“The Wizard”, arguably the most versatile of the screen options. People turn to it for its ability to perform most of what a computer can while also providing nearly the level mobility provided by a smartphone.
  • Smartphone“The Lover”, people can certainly use their phone to access entertainment, perform work or play games, but when you really break it down to the basics it is still mostly used as a communication tool. Any ads targeted here need to have that ‘personal touch’ which implies a conversation or other direction connection between the corporation and consumer.

That’s about a simple as we can make it in a single blog post. We’ll spend some more time looking at specific aspects of the multi-screen world in the coming weeks. Until then, please feel free to leave any questions/comments here or contact the Buzz Internet Marketing Group Team directly; we’re always happy to help.