Mul*-?screen
lessons
to
apply
1
The
vast
majority
of
media
interac?ons
are
screen-?based,
and
so
marke?ng
strategies
should
no
longer
be
viewed
as
“digital”
or
“tradi?onal”.
Businesses
should
understand
all
of
the
ways
that
people
consume
media,
par?cularly
digital,
and
tailor
strategies
to
each
channel
The
prevalence
of
sequen*al
usage
makes
it
impera?ve
that
businesses
enable
customers
to
save
their
progress
between
devices.
Saved
shopping
carts,
“signed-?in”
experiences
or
the
ability
to
email
progress
to
oneself
helps
keep
consumers
engaged,
regardless
of
device
used
to
get
to
you
2
Consumers
turn
to
their
devices
in
various
contexts.
Marke?ng
and
websites
should
re?ect
the
needs
of
a
consumer
on
a
speci?c
screen,
and
conversion
goals
should
be
adjusted
to
account
for
the
inherent
di?erences
in
each
device
3
4
Consumers
rely
on
search
to
connect
their
experiences
across
screens.
Not
only
should
brands
give
consumers
the
opportunity
to
?nd
them
with
mul?-?device
search
campaigns,
strategies
such
as
keyword
parity
across
devices
can
ensure
consumers
can
?nd
the
brand
when
resuming
their
search
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