Long gone are the days of just trying to get consumers to watch your TV commercial. Commercials are often ignored and only watched when you've accidentally left the remote across the room. Jokes aside, Television commercials are only effective when used during the Superbowl. However there are better ways to spend your companies resources.
Multiple screen engagement is key. We must break up the term multiple screen engagement into two sections: Multiple screen and Engagement. Multiple screens includes TV, tablets, smartphone, and to a lesser and lesser degree a computer screen. The ease at which a consumer can switch from one screen to another needs to be as streamlined as possible.
Engagement is the more important side of the term. Without engagement from your consumer, you are wasting your time. Multiple screen engagement does not mean have commercials on different screens. Although you may have advertisements on multiple screens, engagement on those screens should be the goal. Commercials and advertisements frustrate the consumer more often than inform or persuade. Drive engagement that adds value to your consumer. Companies today are so profit driven that they forget about their consumer after the dollar has changed hands. It is important to keep bringing customers back. Become a customer oriented company.
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