Yean Cheong
Sep 6, 2012

IN-DEPTH: Marketing in a four-screen world

Recent studies have begun to provide some clarity about how consumers are using multiple screens—and how marketers and planners must adjust their thinking to accommodate these changes, writes Yean Cheong, head of digital, IPG Mediabrands Asia.

The knowledge that consumers rely increasingly on multiple screens TV, PC, mobile and tablet for information and entertainment is not a new concept for marketers. The trend surfaces in marketing planning workshops and is often discussed in the context of the consumer’s decision journey, as marketers attempt to identify key consumer touch points and thereby determine where budgets and resources are best focused.

What remains a challenge to marketers is not so much...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Mini lines up agencies for first electric car marketing push
Premium
15 minutes ago

Mini lines up agencies for first electric car ...

German creative shop Jung von Matt, Mini's lead global agency, is pitching for the new brief, against Anomaly, Droga5 London and We Are Pi.

Premium
Google updates PageSpeed Insights for real-time measurement
Premium
1 hour ago

Google updates PageSpeed Insights for real-time ...

An update on Google's PageSpeed Insights now allows users to view real-time performance and speed stats of their websites.

Premium
What it's like to work on... the Olympics
Premium
21 hours ago

What it's like to work on... the Olympics

Seasoned event producer, Dawn Dennis, reflects on her experience at the Games and how it's shaped her career.

Premium
Nectar Creative expands
Premium
21 hours ago

Nectar Creative expands

Australian event agency opens New Zealand division to drive change.