According to eMarketer, audiences have not only dispersed themselves across multiple devices (TV, laptop, tablet, smartphone, etc), but also within each of them. For example, within smartphones, we have a split by platform: Android vs iPhone. All these facts mean a mass multitasking, as we can see in the chart below:
As a consequence of this, marketers have to understand in depth the different micro-audiences and their attention to each screen. With this kind of fragmentation, both strategy and tactics have to be very precise in order to take the most about of the different channels, boosting ROI.
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