A survey, conducted for Microsoft's advertising group, encourages advertisers to better tailor their marketing to the devices consumers are using. Read this article by Jay Greene on CNET News. (RT @melissawz: Consumer insights key to engagement.
Rohan Berry's insight:
It is agreeable that advertisers should plan their marketing pursuant to the devices consumers are using. In terms with consumer engagement, I believe that Microsoft’s researcher's approach to the most effective way to advertise to different consumers, for example ones with a “lower tolerance to advertising" will and should work. The approach being that on mobile phones, which consumer's use for more personal and intimate content the advertising should be minimal whereas on computers it should provide "deeper information" including reviews and ratings. A new survey paid for by the Microsoft advertising group shows that 68 percent of computer users in five different countries multitask on multiple devices at the same time, therefore the need to advertise using different strategies that consumers would find most appropriate and be attracted to according to the device being used.
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