How can brands win the attention of the multi-screen consumer?
The 'Comparethemeerkat' campaign was held up as a leading example of modern, multi-channel story-telling.
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Great and a broad view on interpreting the rapid evolve of the technology which brings more opportunities and advantages to the world of marketing. It is fairly bring new thinking to marketers on how to approach and take advantage of the opportunity with is now advance by the technology, such as mobile devices, the social media networks etc.
Consumers are living in the world of multi-screen and are exposed to different medias and advertising through different sources of marketing communication mediums. The rise of the smart phone and its advance capabilities by integration of different programmes and apps enable consumers to access and expose to different things, and do what they want to do online. At the same time, consumers are exposed to different brands advertising.
This would be a great opportunity that would enable marketers to design the best marketing campaigns to leverage consumers brand knowledge and increase brand awareness. The advance features of mobile devices could possibly increase consumers interest and enjoyment of having a smart phone and learn more by using on a daily basis. As really noted that smart phones is more like consumers best friend's, a companion that they always bring everywhere, and even in church.etc
So, that consumer behavior would create a strategic focus by marketers to fairly utilize the opportunity by increasing consumers brand awareness, brand knowledge and would lead to a positive impact on a firms brand equity.