Gartner Research

Coordinate Four Screens to Unlock Ensemble Brand Experiences

Published: 22 April 2013

ID: G00249547

Analyst(s): Jake Sorofman

Summary

Brands that align to evolving consumer usage patterns can achieve deeper engagement and higher conversion rates. The secret is understanding cross-screen dynamics. This research helps you create the ensemble experiences that better reflect how consumers are probably already engaging with your brand.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Ninety percent of consumers use multiple screens in sequence during the same day, requiring digital marketers to take steps to ensure that brand experiences do not become fragmented
  • Eighty-eight percent of tablet owners use the device simultaneously with TV, creating new opportunities for engagement — and risk — for brand marketers
  • Location has given way to context as marketers look to personalize experiences and offers based on a combination of profile, device, location, proximity and time

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