Today is a world filled with screens everywhere. There is the long time reigning advertising vehicle, television, where big events are the main drawing power particularly when it comes to sports, and it is where top content draws consistent, big audiences. There are screens of every shape and size. There is the smartphone, the tablet, the laptop, the desktop computer, the cinema, the tiny screen at the gas station pump…the electronic billboards…all screens that demand our attention. When it comes to advertising, Josh Rinsky points out in a recent Mobile Commerce Daily (03.27.14), almost every aspect of our daily lives, when it comes to advertising, all of these devices play second fiddle to television.
Television…it is what we grew up with. Through it we learned about brands as they create awareness to us of their existence. We can be lured to a brand’s attention, and if lucky, we take an interest in that brand. But that’s where it stops…no engagement. No pre-sale. No sale. And, there is no post sale delivery. As an advertising delivery system, it shouts at us, screams, implores, laughs and cries to have us…just once…take notice.
As the multiscreen engagement by consumers quickly becomes the norm, watching television with a smartphone or tablet in your hand…these smaller screens have emerged as the significant force in the media landscape. Crazy as it seems, so called experts, led by marketing guru’s and advertisers still tied into the umbilical cord of legacy media, still view these powerhouse screens as an adjunct to TV.
Of course, those in the television industry are making every effort to capitalize on the connection between mobile and TV to make television even more rewarding and relevant.
They would be wrong.
From real-time conversations on social media to applications with exclusive content, character histories and quizzes to mobile contestant voting, these second screens are hard at work while supporting the activities of the old legacy media giant pushing the traditional channel.
As a consumer, the screen that you wake up to, carry in your pocket, bring from room to room and the object d’art that sits with you on your sofa…that is your real FIRST SCREEN. As Rinsky points out, ‘This relationship between consumers and the screens that matter most is something marketers need to consider.’ For those of us who believe that train has already left the station believe the mobile screen is the one that matters the most.
The mobile ecosystem that we have created with our constant attention to it, is not just a means to higher television involvement or offline retail engagement. It is a marketplace in and of itself that is growing more powerful, more important and more relevant every day. Advertising that include direct calls to action with the ability to gain specific consumer action to a specific advertisement are redefining the first- and second-screen relationship.
Which one is first? Is it the chicken or the egg?
Mobile can drive attributable actions for direct response. That’s called engagement. That’s called pre-selling. That’s called making a sale. That’s called post-sale follow up. That is the power of the hand held device that is with you right now as you are reading this. This is not just a smaller computer that only works in conjunction with television. This is not a second screen. This is a new class of device that is driving a new form of engagement.
With more and more people using their smartphones to go online, look at their social media and read their mail, it is an absolute that your integrated marketing core must be mobile friendly.
Mobile today in the world of integrated marketing, is absolutely important. It will be the most important aspect of your marketing strategy this year. That is why we say, MOBILENow!