You’ve decided to redecorate your living room. The sofa is creaky, the rug is stained and worn, and the curtains are faded. You start browsing the websites of some of your favorite furniture and department stores using your smartphone.
The Super Bowl hype is fully upon us, and with travel packages reaching upwards of $10,000 (and the Patriots out) let’s face it, most of us are going to catch the game on TV. And this year, more than ever, the game isn’t just about sitting around the TV with some snacks and good friends. Second – and third – screens will also join the party. So how do multiple screens play into the attention economy? It’s more than just messaging – it’s about use.
Stop ten people on the street – or better yet, take to Twitter – and it’s easy to see that everyone can recall some kind of bad customer experience. Whether it’s an airline canceling a flight and giving you a sub-par make-good, an unfriendly salesperson in the store, or a promotion that didn’t line up with the ad, we’ve all suffered the short end of poor customer care.
We live in a multi-channel world. Consumers not only use more than one channel to make a purchase, they often use those channels simultaneously (checking online prices in stores, watching TV while browsing on their laptops) There are many factors that affect the quality of the cross channel experience. Externally, messaging, visuals, and functionality are all critical while internally marketers need to button up things like offer optimization, attribution modeling, and analytics.