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

Index

A

• advertising. See content strategy; measurement; targeting
• advocacy (for products)
  • Niche Networks and
  • validation and
• age issues
  • early adopters and
  • screen device/consumer relationships and
  • targeting and
• apps
  • Pretty in My Pocket (case study)
  • “The Next Level”
  • Uber
• archetypes
  • defined
  • leveraging
  • screen device strengths and
• “atomization,” of society
• audience
  • demographics of (See also targeting)
  • understanding (See also Consumer Decision Journey (CDJ); consumers)
  • See also targeting
• auto buying industry
  • Customers’ Decision Journey applied to
  • validation and

B

• Bambi, Piero
• BBDO
• beauty care industry
  • Customers’ Decision Journey applied to
  • Customers’ Decision Journey (case study)
• BermanBraun
• Bing (Microsoft)
• Bowling Alone (Putnam)
• brand loyalty
  • Niche Networks and
  • validation and
• brand metrics
• Brazil, content strategy in
• browser behavior

C

• campaign success. See measurement
• Caras, Anita
• Carleton Beer (television commercials)
• cell phones. See mobile phones
• Chavez, Rick
• China
  • content strategy in
  • The People’s Car Project (Volkswagen) (case study)
  • state-controlled television in
• Clarke, Arthur C.
• Connectors
• Consumer Attitudes Audit (Future Poll)
• Consumer Decision Journey (CDJ)
  • for auto buyers
  • for beauty care
  • CDJ Measurement tool (See also measurement)
  • example
  • for financial services
  • for food and beverage
  • framework of, for measurement
  • future of
  • need-states
  • Pretty in My Pocket (case study)
  • Quality Social (case study) and
  • for retail
  • stages of, defined (See also Decision ...