Multiscreen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones

Chapter 7Initiate Action with Seamless Experiences across Screens

How to Execute Quantum Multi-Screening for Your Bottom Line

On a chilly December afternoon in San Francisco, California, Jessica and her sister Brooke are shopping at one of their favorite Hayes Valley boutiques. Jess is looking for new speakers, while Brooke is looking for a unique holiday gift for her boyfriend. They’re wearing Nike Fuel Bands and workout gear. Their mobile phones—tricked out with Yelp, Instagram, SnapChat, WhatsApp, and the like—are permanently planted in the palms of their hands. In a span of five minutes, Jess uses her phone to check a price on a Bluetooth speaker system, text a friend about plans to watch the 49ers game the following Sunday, and check times for the latest Hunger Games movie, all while maintaining a completely unrelated conversation with her sister as they browse the shelves. In the store, she snaps a quick picture of a speaker system, but she doesn’t buy it. Not at that moment.

Brooke uses Uber, a car-service app with geolocation capabilities, to order a car to take them to a movie theater near Union Square. Because their location is known via GPS, Uber can automatically scan for nearby cars; the car arrives in less than five minutes. Brooke’s credit card is on file and she’s able to rate the driver after they’ve arrived through the app, keeping the experience seamless and empowering her with the ability to provide real-time feedback. Meanwhile, Jess has purchased tickets ...