Posted By
Jamie Beckland on 05/24/2010
With a to-do list a mile long, the digital marketer plays a role that is becoming increasingly fragmented. The pace of technology change forces marketers to keep their toolset sharp and see ahead of even their customers, anticipate needs, and find novel new ways of delivering information.
Even the most basic of functions—such as how people interact with technology devices—is changing at a rapid rate. Nielsen Media used to publish a report called the “Three Screens,” which touted marketing opportunities on different media consumption devices.
Not only do different screens have different uses, but marketing interactions need to be differentiated to conform to user expectations. This landscape has continued to get more complicated with the release of the iPad. Technologists have declared the iPad and other tablet computers the “fifth screen,” to complement your TV, computer monitor, mobile phone, and wristwatch.
The challenge is to have a unified presence across all of these potential screens. But there are some obvious strengths and weaknesses for each platform.
Here is how to use each of the five screens:
- TV: the mother screen. Despite the rise of digital activity, hours of TV watched per week continues to grow. Targeting niche cable channels and driving traffic to your online destinations is the best way to extend the reach of advertising. I recommend cutting TV deeper than you think you should—you will be surprised at how little you needed it at all.
- Computer: this is your work and home monitor. It’s the primary way you access the Internet. But it also does boring things like show you spreadsheets and word processing. The tough thing about the computer is that it is the ultimate multitasking device, which makes it hard to maintain sustained focus for users. Use transactional marketing in order to move a user forward quickly.
- Mobile phone: Since 2007, these have actually become full-fledged screens, capable of rich interactions. Smartphones, in many ways, are the most personal devices we own because they are synonymous with identity. Mobile marketing interfaces must be highly personalized and relevant for the specific user.
- Wristwatch: Despite visions of the future, the wrist has not ended up being the rallying point for presenting information. But people keep trying. The most effective methods are to create a single-purpose device that uses the wrist space. Nike+ effectively uses the wrist.
- iPad: The interaction model is proving less obvious than people thought. But one thing is clear: the iPad was made for good quality video. Longer form content has found a strong audience based on the impressive battery life. Consider linking directly to app downloads, for continued interactions over time.
Of course, as soon as we incorporate the tablet, we’ll need to prepare for the next screen that gets added into the mix. My bet is on the in-dash nav system for cars. Based on how much time Americans spend on the road, it seems like a natural extension of marketing messages.
Tags: Web Design, Interface Development, Site Development
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