Marketing In A Multi-Screen World

Google have released the below infographic which outlines ‘The New Multi-Screen World’ and introduces the concept that consumers move between multiple devices when completing their goals online:

With this in mind, we thought we’d take a look at marketing in a multi-screen world and outline just a few areas of consideration when looking to build a brand across multiple devices.

1. Responsive Websites

The idea of having a responsive website makes far more sense when you look at it in-line with the concept of a multi-screen world and conversion funnel. With consumers utilising numerous devices before converting, it’s absolutely essential that a business’ website looks great regardless of how it is viewed. As we’re sure you’re aware, the best way to ensure your site renders across all devices is to ensure it’s responsive.

2. AdWords Mobile Bid Adjustments

If you’re running an AdWords campaign (which you should be to ensure you’re being seen by all potential customers), you need to ensure that you adjust your bids accordingly for mobile devices. For those of you unfamiliar, Google last year rolled out enhanced campaigns which allowed for far better targeting across mobile devices. In addition, you can create mobile specific ads and, all in all, create a fully mobile optimised campaign to make sure you’re giving the right message to the right people.

3. Responsive Email Newsletters

If you’re sending regular email newsletters, do these work across all devices? Many consumers (and B2B customers alike) open emails on their smartphones or tablets and, taking that into account, it’s important that your emails are designed to be responsive, just as your site should be. This will ensure that you get a better response rate and click through rate and that, regardless of device, your email marketing campaign is a success.

All in all, marketing in a multi-screen world involves both the approach and the end product (your website) and marketers working in this climate need to adapt very quickly, if they haven’t done already, to keep ahead of the competition and succeed online!