Facebook Twitter Instagram
    Monday, January 30
    Facebook LinkedIn
    Login
    eBizRadio.com Online RadioeBizRadio.com Online Radio
    • Home
    • Listen Live!
    • Podcast
    • Categories
      • Biz Entrepreneur
      • Biz Insight
      • Biz Opinion
      • Biz Research
      • Biz Trends
      • Biz Wires
      • Marketing Biz
      • Motoring Biz
      • Productivity Biz
      • Retail Biz
      • Techno Biz
      • Travel Biz
      • Tales from my Stethoscope
    • Advertise/Contact
    Trending
    • Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast
    • Massive layoffs and how it affects business | #Marketing | #IT | Lunchtime Marketing | Kevin Britz | Craig Page-Lee | #Podcast
    • What is a future ready workforce? | #HR | #Business | #Business | Lunchtime Coach | Kevin Britz | Natalie Davies | PLP Group
    • How a small NPO School is providing Quality Education and making all the difference to the future of South Africa | #Education | #ECD | #NGO | The Love Trust | Nokuphila Schoo
    • Preparing learners with the skills they need to take jobs in the future? | #Technology | #Entrepreneur | #Education | Lindi Tshabangu | Richard Osei-Anim | Coralreef Innovation Hub | #Podcast
    • How is AI and possibly ChatGPT disrupting marketing? | #Marketing | #AI | #ChatGPT | Kevin Britz | Craig Page-Lee | Lunchtime Marketing | #Podcast
    • Motivation is a fundamental component in achieving success | #Business | #Coaching | Kevin Britz | Desiree Wegner | The Holistic People Collective | #Podcast
    • Teaching children emotional intelligence | #Entrepreneur | #Education | Word of Mouth | Lindi Tshabangu | Zamangwane Thabethe Mtshali | Zamangwane Foundation | #Podcast
    eBizRadio.com Online RadioeBizRadio.com Online Radio
    Home»Featured»Following the consumer’s pathways through a multimedia world | eBizRadio | #Marketing | Ian Drummond
    Featured

    Following the consumer’s pathways through a multimedia world | eBizRadio | #Marketing | Ian Drummond

    eBizRadioBy eBizRadioJuly 14, 2015No Comments4 Mins Read
    Share
    Facebook Twitter LinkedIn Pinterest Email

    Today’s consumers rely on a range of devices for inspiration, information, communication and entertainment – laptops, mobile phones, tablets, television, radio, gaming consoles and more.

    They absorb and interact with content in different ways on each of these devices. Yet, at the same time, all these channels form part of connected media experience. Whether consumers use screens and devices sequentially or simultaneously, the devices they use are part of a seamless fabric from their point of view.

    multimedia_planning

    That means marketers need to take a multi-layered approach to content distribution to drive mobile, personalised, and interactive engagement across the media that customers use every day.

     Ian Drummond Digital Sales Manager - Mediamark
    Ian Drummond
    Digital Sales Manager – Mediamark

    Let’s start with a quick look at some cross-screen and cross-media customer journeys, taking inspiration from a white paper from Microsoft that defines four common pathways:

    Content Grazing: This is when consumers use two or more devices simultaneously to access content that isn’t necessarily related. This behaviour is also known as multitasking, but Microsoft says it’s actually “distraction behaviour”.

    ”Consumers are less concerned with getting things done and more focused on grabbing a quick moment of fun or escape,” according to Microsoft. To capture the interest of this user, brands must provide short, punchy content that cuts through a noisy environment and engages short attention spans.

    Investigative Spider-Webbing: In this pathway, people consume related content on two or more devices at the same time. Usually, they’re looking for more information to complement the content they’re engaging with on a primary device.

    For example, you know the actor in a TV series from somewhere and you want to find out what else he has appeared in, so you look it up on your tablet or smartphone. Marketers can capture consumers’ interest with more thoughtful content that meets their need to explore and know.

    Social Spider-Webbing: Here, people are inspired to share their thoughts or ideas about something they’re engaging with or hear their peers’ opinions on something that has grabbed their attention. Perhaps, they’re interested in a new LCD television after seeing a display ad on their work PC and use their smartphone to ask their followers on Twitter what they think.

    Or consider how that one particular episode of Game of Thrones recently set social networks on fire. Here, marketers should provide content that helps audiences connect with other people. Social media marketing is hard to do, but it is an environment that offers deep engagement.

    Quantum: This is when a user begins an activity on one screen and continues it on another. The focus and linearity of this experience sets it apart from the others.

    It’s business-like and transactional – typical scenarios are working, shopping and banking. Here, markets must offer content that is straightforward and helps the customer towards his or her goal.

    Relationships with devices
    It’s worth remembering as you navigate these pathways that people have different relationships with various devices and screens, and tailor engagements appropriately. The PC lends itself to deep engagement and detailed content; the smartphone is a personal device, where people resent intrusive marketing; radio is a constant background companion; and television provides the talking points for social interaction.”

    It’s complex to map various customer journeys to different device interactions – especially when you start to think about the roles different screens play in different times of a consumer’s day and week. But it can help improve the relevance of – and engagement – with your content.

    Implications for marketers
    Numerous studies have shown that multi-screen behaviour is the default for most consumers, but it manifests itself in a number of ways. As their audiences combine devices in new ways for fun, work and social sharing, so marketers must seek to understand the how and why of different multiscreen customer pathways. Marketers should thus address consumers’ needs with a holistic content strategy that addresses different motivations, behaviours, and screens.

    www.mediamark.co.za

    Mediamark_Feat~5

    Post Views: 2,425
    audio stream digital entrepreneur internert radio marketing Media mediamark Podcast
    Share. Facebook Twitter Pinterest LinkedIn WhatsApp Reddit Tumblr Email
    eBizRadio
    • Website

    eBizRadio is a live multi- platformed social media service providing an online forum to the business community for holding conversations on the key issues related to specific businesses as well as availing a space for cross-business collaboration in response to key issues affecting the world of business. The place to go if you want to know about business and lifestyle

    Related Posts

    Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast

    January 30, 2023

    Massive layoffs and how it affects business | #Marketing | #IT | Lunchtime Marketing | Kevin Britz | Craig Page-Lee | #Podcast

    January 29, 2023

    What is a future ready workforce? | #HR | #Business | #Business | Lunchtime Coach | Kevin Britz | Natalie Davies | PLP Group

    January 25, 2023

    Leave A Reply Cancel Reply

    You must be logged in to post a comment.

    STREAMING 24/7

    The Stream is up 24/7 with a few exceptions for maintenance. We focus on business news and inisghts for the African Marketplace

    If you miss anything on the live STREAM, don’t worry as all our interviews are all available for download as PODCASTS and you can SHARE them with your network – it’s FREE!

    Contact us: 063 002 5148

    Our Most Recent Podcasts
    eBizRadio.com Online Radio
    eBizRadio.com Online Radio
    Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast
    00:00 / 1929
    RSS Feed
    Share
    Link
    Embed
    • Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast

      Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast

      Jan 30, 2023 • 1929

      A Unique Selling Proposition (USP) is a crucial aspect of any business that sets it apart from its competitors. It is the factor that makes a business memorable, trustworthy and desirable to its target market. Once a business owner has discovered their USP, they can offer their clients real and…

    • Massive layoffs and how it affects business | #Marketing | #IT | Lunchtime Marketing | Kevin Britz | Craig Page-Lee | #Podcast

      Massive layoffs and how it affects business | #Marketing | #IT | Lunchtime Marketing | Kevin Britz | Craig Page-Lee | #Podcast

      Jan 29, 2023 • 40.44

      The world is witnessing massive job losses in 2023, with tech-based companies being particularly impacted. Many organizations are announcing their intentions to lay off more staff, with the common reasons cited as the pandemic boom, over hiring during the pandemic, fear of recession, and inflation. Cost-cutting, subpar performance, and financial…

    • What is a future ready workforce? | #HR | #Business | #Business | Lunchtime Coach | Kevin Britz | Natalie Davies | PLP Group

      What is a future ready workforce? | #HR | #Business | #Business | Lunchtime Coach | Kevin Britz | Natalie Davies | PLP Group

      Jan 25, 2023 • 33.40

      Handle your recruitment with care. Its hard to have those tough conversations with your team, but its how and where do you it that will make the difference. Welcome to the era of human leadership. According to a survey done by Gartner, 90% of HR execs believe that to be…

    • Preparing learners with the skills they need to take jobs in the future? | #Technology | #Entrepreneur | #Education | Lindi Tshabangu | Richard Osei-Anim | Coralreef Innovation Hub | #Podcast

      Preparing learners with the skills they need to take jobs in the future? | #Technology | #Entrepreneur | #Education | Lindi Tshabangu | Richard Osei-Anim | Coralreef Innovation Hub | #Podcast

      Jan 24, 2023 • 22.04

      While Automation is phasing out traditional job roles innovation is redefining these jobs and creating new ones. The burden of responsibility is thus placed on Education to prepare learners with the skills they need to take up these jobs of the future. Lindi Tshabangu, host of the entrepreneur show –…

    • How is AI and possibly ChatGPT disrupting marketing? | #Marketing | #AI | #ChatGPT | Kevin Britz | Craig Page-Lee |  Lunchtime Marketing | #Podcast

      How is AI and possibly ChatGPT disrupting marketing? | #Marketing | #AI | #ChatGPT | Kevin Britz | Craig Page-Lee | Lunchtime Marketing | #Podcast

      Jan 20, 2023 • 37.54

      Is AI and possibly even ChatGPT the big disruptive movement in the marketing space? Kevin Britz and Craig Page-Lee, host the weekly Lunchtime Marketing show on www.ebizradio.com and for the first show of 2023, they delve into the big trends for 2023, particularly looking at AI.   Post Views: 2,425

    • Motivation is a fundamental component in achieving success | #Business | #Coaching | Kevin Britz | Desiree Wegner | The Holistic People Collective | #Podcast

      Motivation is a fundamental component in achieving success | #Business | #Coaching | Kevin Britz | Desiree Wegner | The Holistic People Collective | #Podcast

      Jan 19, 2023 • 35.34

      Periodically, we encounter difficulty in finding inspiration for our pursuits. Though there may be brief periods of motivation, it can eventually dissipate, causing us to fall behind in our goals. What many fail to realize is that motivation is a fundamental component in achieving success. Without it, there is no…

    • Teaching children emotional intelligence | #Entrepreneur | #Education | Word of Mouth | Lindi Tshabangu | Zamangwane Thabethe Mtshali |  Zamangwane Foundation | #Podcast

      Teaching children emotional intelligence | #Entrepreneur | #Education | Word of Mouth | Lindi Tshabangu | Zamangwane Thabethe Mtshali | Zamangwane Foundation | #Podcast

      Jan 17, 2023 • 24.20

      Social entrepreneur, author, teacher, mother and the epitome of Ubuntu.  How we can collectively assist our children to grow, develop, communicate and develop into emotionally intelligent, confident and secure your adults. Lindi Tshabangu connect with Zamangwane Thabethe Mtshali, founder of  Zamangwane Foundation to find out more about this entrepreneur, her…

    • Its time to re-evaluate your values | #Insight | #Business | Lunchtime Coaching | Kevin Britz | Kiona van Griensven

      Its time to re-evaluate your values | #Insight | #Business | Lunchtime Coaching | Kevin Britz | Kiona van Griensven

      Jan 16, 2023 • 32.39

      Are you tired of saying, I’m overwhelmed, I’m exhausted, how am I going to cope with and in business this year? You are so not alone, but we need to adjust and change  how we do things, what is important to us and how do we re-evaluate our entire business…

    • Stop it now! |#BrandActivism | #Marketing | #Branding | Kevin Britz | Craig Page-Lee | Lunchtime Marketing | #Podcast

      Stop it now! |#BrandActivism | #Marketing | #Branding | Kevin Britz | Craig Page-Lee | Lunchtime Marketing | #Podcast

      Dec 15, 2022 • 41.40

      Brand activism is when a brand or business takes a stand on a social, environmental, economic, or political issue. It’s about supporting a cause that aligns with a company’s core values, communicating a commitment to creating a positive impact, and putting that commitment into action. Brand activism is what you…

    • Calling Us Home - The Musical - Meet the cast | #Entertainment | #Music | #Theatre | Bjorn Salsone | Devonecia Swartz | Michael Castillo | #Podcast

      Calling Us Home - The Musical - Meet the cast | #Entertainment | #Music | #Theatre | Bjorn Salsone | Devonecia Swartz | Michael Castillo | #Podcast

      Dec 15, 2022 • 15.57

      After a thrilling audition process and nationwide search in South Africa as well as New York, Shy Music are delighted to announce that the leading roles in Calling Us Home – The Musical have been confirmed for the premiere season in Cape Town in February 2023, before the grand-scale musical…

    • Go out and do what is right for you | #Entrepreneur | #Business | #Purpose | Bjorn Salsone | Nomalanga Sitole |The Voice Within #Podcast

      Go out and do what is right for you | #Entrepreneur | #Business | #Purpose | Bjorn Salsone | Nomalanga Sitole |The Voice Within #Podcast

      Dec 13, 2022 • 10.37

      There is only one YOU, so just be yourself! We keep hearing this, so why are you still trying to be someone or something else. Bjorn Salsone chats to serial, award winning entrepreneur Nomalanga Sitole. Nomalanga Sitole is a multi-award-winning South African entrepreneur who is always looking for the next…

    • The

      The "F" word entrepreneurs hate - Finances | #Entrepreneur | #Finance | Business Brunch | Bjorn Salsone | Christian Harbeck | ActionCoach | #Podcast

      Dec 9, 2022 • 18.03

      I am yet to meet an entrepreneur or business owner that says I love doing my finances. Unless of course you are a business accountant, that is.  Knowing your financial situation and financial goals is so key to your business success. Lets see how we can help you with this.…

    Most Recent Podcasts
    eBizRadio.com Online Radio
    eBizRadio.com Online Radio
    Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast
    00:00 / 1929
    RSS Feed
    Share
    Link
    Embed
    • Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast

      Figuring out your USP? | #Entrepreneur | #Business | Bjorn Salsone | Christian Harbeck | #Podcast

      Jan 30, 2023 • 1929

      A Unique Selling Proposition (USP) is a crucial aspect of any business that sets it apart from its competitors. It is the factor that makes a business memorable, trustworthy and desirable to its target market. Once a business owner has discovered their USP, they can offer their clients real and…

    • Massive layoffs and how it affects business | #Marketing | #IT | Lunchtime Marketing | Kevin Britz | Craig Page-Lee | #Podcast

      Massive layoffs and how it affects business | #Marketing | #IT | Lunchtime Marketing | Kevin Britz | Craig Page-Lee | #Podcast

      Jan 29, 2023 • 40.44

      The world is witnessing massive job losses in 2023, with tech-based companies being particularly impacted. Many organizations are announcing their intentions to lay off more staff, with the common reasons cited as the pandemic boom, over hiring during the pandemic, fear of recession, and inflation. Cost-cutting, subpar performance, and financial…

    • What is a future ready workforce? | #HR | #Business | #Business | Lunchtime Coach | Kevin Britz | Natalie Davies | PLP Group

      What is a future ready workforce? | #HR | #Business | #Business | Lunchtime Coach | Kevin Britz | Natalie Davies | PLP Group

      Jan 25, 2023 • 33.40

      Handle your recruitment with care. Its hard to have those tough conversations with your team, but its how and where do you it that will make the difference. Welcome to the era of human leadership. According to a survey done by Gartner, 90% of HR execs believe that to be…

    • Preparing learners with the skills they need to take jobs in the future? | #Technology | #Entrepreneur | #Education | Lindi Tshabangu | Richard Osei-Anim | Coralreef Innovation Hub | #Podcast

      Preparing learners with the skills they need to take jobs in the future? | #Technology | #Entrepreneur | #Education | Lindi Tshabangu | Richard Osei-Anim | Coralreef Innovation Hub | #Podcast

      Jan 24, 2023 • 22.04

      While Automation is phasing out traditional job roles innovation is redefining these jobs and creating new ones. The burden of responsibility is thus placed on Education to prepare learners with the skills they need to take up these jobs of the future. Lindi Tshabangu, host of the entrepreneur show –…

    • How is AI and possibly ChatGPT disrupting marketing? | #Marketing | #AI | #ChatGPT | Kevin Britz | Craig Page-Lee |  Lunchtime Marketing | #Podcast

      How is AI and possibly ChatGPT disrupting marketing? | #Marketing | #AI | #ChatGPT | Kevin Britz | Craig Page-Lee | Lunchtime Marketing | #Podcast

      Jan 20, 2023 • 37.54

      Is AI and possibly even ChatGPT the big disruptive movement in the marketing space? Kevin Britz and Craig Page-Lee, host the weekly Lunchtime Marketing show on www.ebizradio.com and for the first show of 2023, they delve into the big trends for 2023, particularly looking at AI.   Post Views: 2,425

    • Motivation is a fundamental component in achieving success | #Business | #Coaching | Kevin Britz | Desiree Wegner | The Holistic People Collective | #Podcast

      Motivation is a fundamental component in achieving success | #Business | #Coaching | Kevin Britz | Desiree Wegner | The Holistic People Collective | #Podcast

      Jan 19, 2023 • 35.34

      Periodically, we encounter difficulty in finding inspiration for our pursuits. Though there may be brief periods of motivation, it can eventually dissipate, causing us to fall behind in our goals. What many fail to realize is that motivation is a fundamental component in achieving success. Without it, there is no…

    • Teaching children emotional intelligence | #Entrepreneur | #Education | Word of Mouth | Lindi Tshabangu | Zamangwane Thabethe Mtshali |  Zamangwane Foundation | #Podcast

      Teaching children emotional intelligence | #Entrepreneur | #Education | Word of Mouth | Lindi Tshabangu | Zamangwane Thabethe Mtshali | Zamangwane Foundation | #Podcast

      Jan 17, 2023 • 24.20

      Social entrepreneur, author, teacher, mother and the epitome of Ubuntu.  How we can collectively assist our children to grow, develop, communicate and develop into emotionally intelligent, confident and secure your adults. Lindi Tshabangu connect with Zamangwane Thabethe Mtshali, founder of  Zamangwane Foundation to find out more about this entrepreneur, her…

    • Its time to re-evaluate your values | #Insight | #Business | Lunchtime Coaching | Kevin Britz | Kiona van Griensven

      Its time to re-evaluate your values | #Insight | #Business | Lunchtime Coaching | Kevin Britz | Kiona van Griensven

      Jan 16, 2023 • 32.39

      Are you tired of saying, I’m overwhelmed, I’m exhausted, how am I going to cope with and in business this year? You are so not alone, but we need to adjust and change  how we do things, what is important to us and how do we re-evaluate our entire business…

    • Stop it now! |#BrandActivism | #Marketing | #Branding | Kevin Britz | Craig Page-Lee | Lunchtime Marketing | #Podcast

      Stop it now! |#BrandActivism | #Marketing | #Branding | Kevin Britz | Craig Page-Lee | Lunchtime Marketing | #Podcast

      Dec 15, 2022 • 41.40

      Brand activism is when a brand or business takes a stand on a social, environmental, economic, or political issue. It’s about supporting a cause that aligns with a company’s core values, communicating a commitment to creating a positive impact, and putting that commitment into action. Brand activism is what you…

    • Calling Us Home - The Musical - Meet the cast | #Entertainment | #Music | #Theatre | Bjorn Salsone | Devonecia Swartz | Michael Castillo | #Podcast

      Calling Us Home - The Musical - Meet the cast | #Entertainment | #Music | #Theatre | Bjorn Salsone | Devonecia Swartz | Michael Castillo | #Podcast

      Dec 15, 2022 • 15.57

      After a thrilling audition process and nationwide search in South Africa as well as New York, Shy Music are delighted to announce that the leading roles in Calling Us Home – The Musical have been confirmed for the premiere season in Cape Town in February 2023, before the grand-scale musical…

    Facebook Twitter Instagram Pinterest
    © 2023 ThemeSphere. Designed by ThemeSphere.

    Type above and press Enter to search. Press Esc to cancel.

    Sign In or Register

    Welcome Back!

    Login below or Register Now.

    Please enter the correct answer: *


    Lost password?

    Register Now!

    Already registered? Login.

    Please enter the correct answer: *


    A password will be e-mailed to you.