Context is key
With so many organisations getting their location based marketing wrong what is the secret behind communicating and engaging with consumers without being invasive and alienating?
Consumers today own multiple devices and move seamlessly between them throughout the day (sequential screening), or using multiple devices simultaneously (simultaneous screening). The device many consumers choose to use at any given time often depends on the context i.e. how much time they have, what their goal is, where they are and their attitude toward what they are doing.
Portable devices now allow consumers to shift from one screen to another and back again to achieve a certain goal or accomplish a task. These main modes of multi-screen usage, sequential screening and simultaneous screening, mean consumers attention is split between multiple devices and businesses must ensure, no matter what device a consumer is using, they are easily accessible and visible on that device.
According to Google’s Multi-Screen World report, on average consumers spend almost four and a half hours of their leisure time in front of screens each day. This time is split or used simultaneously between a Smartphone, a Tablet, a PC and TV and the amount of time spent with each is relevant to the consumer’s individual context.
The consumer’s context, and how they feel about your brand at any of these given times, depends on certain scenarios happening with in their daily life. The device or several devices a consumer chooses to use depends strongly on the amount of time they have, the goal they which to achieve, where they are (office, home, outdoors etc), and how they are feeling at that particular time of day.
This scenario driven context is what we call the customer journey and it’s extremely important to how organisations interact and engage with their target market via multiple mobile devices. The customer journey is an essential part of a mobile strategy and context is key when it comes to deciding on which multi-screen platform will be more effective and accessible for your target audience.
So what devices suit your target market?
TV
TV is no longer the main device commanding our attention or being used by consumers to engage with brands – it is now the device used most commonly during simultaneous screening and is therefore the main catalyst for many search queries used by the three other main mobile devices.
Smartphones
Smartphones are the go to mobile device for most consumers. It is the one device majority of consumers will have with in arms reach at any given moment and it would be the number one device used by those on-the-go.
The context that drives this device is one of urgency – the consumer has little or limited time, they have a small goal they want to achieve, they are travelling or somehow on-the-go and may be feeling a bit rushed or feeling as though they don’t have much time for in-depth research.
Devices are used by consumers for short searches and quick snippets of information. They are the device quickly pulled out to send an SMS, scan a QR code on a direct marketing flyer or used look up a website seen on an outdoor ad. It is the main device used to start online research or online activities.
All messages and engagement strategies for targeting Smartphone consumers would need to be very fast, to the point and, most importantly, personalised.
Tablets
If Smartphones are the ‘quick-use, on-the-go’ devices then tablets are the more laid-back and relaxed counter-part.
Tablets are the devices used mainly by consumers in the relaxing and comfortable space of their own home. Used for leisurely browsing and entertainment purposes, these devices hold no sense of time-limits – unlike the Smartphone which is used in short bursts.
Tablets are used for more in-depth research and consumers will take more time on these devices to read copy, learn more about a product, and interact with a brand.
Engaging with tablet users isn’t as rushed as Smartphone engagement, but it still needs to be personalised.
PC or laptop
PCs and laptops are generally used by consumers in a serious, business or work state of mind. These consumers are usually completing tasks that require a large attention span and intense focus.
These devices are used mainly for search and completing work tasks and are generally used either at work or at home but in a more professional context. The PC is seen by consumers now as a link to their work life rather than a link to leisure.
Organisations must target multiple devices to ensure they are engaging and connecting with their target market at all points throughout the day. Businesses now must understand the one point that links all devices together and drives multi-screen use is search and in order to stay relevant businesses must ensure they are accessible and visible regardless of what device is used.
Shaun Dobbin is chief executive of Gomeeki
Please login with linkedin to comment
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.