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'Second screen' marketing to be crucial in 2013

08/03/2013

Digital marketing campaigns should embrace second screen approaches in order to connect with the new breed of consumers who are used to engaging with several screens at once, according to an expert.

The modern professional, unable as he/she is to engage with the world without placing a small pane of glass in front of it in order to mediate the experience, is definitely ready for marketing that encourages him to utilise as many gadgets as possible.

Jez Groom, integrated strategy director at Ogilvy & Mather, wrote in the Guardian that all advertisements aimed at a general audience are missing a trick if they do not plan across social media platforms, complementing the traditional role played by physical advertising and billboards.

"Consumers increasingly expect to interact with brands and campaigns across all forms of media, but its clear advertisers aren't keeping pace," he argued.

Mr Groom cited a recent study from Nielsen showing that just over a third of brands (37 per cent) combined paid social media ads with TV in 2012 as evidence for this tardiness on the part of people in digital marketing roles.

"There are signs that big brands are starting to realise this change in media consumption habits requires a major shift in approach. Nike caused a stir late last year by bringing its digital work in-house, while Coke recently announced plans to become more collaborative," added the strategy chief.

Approaches such as this can help ensure a campaign can have a major impact across all channels and affect the largest number of consumers possible, while adding to the overall value of a brand, Mr Groom concluded.

Graham Cooke, chief executive officer of consumer analytics and personalisation company QuBit, recently suggested that online needs to offer the same personalised service as bricks-and-mortar if it is to succeed.

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