BRANDING ACROSS MULTIPLE SCREENS
As new screens, from ‘wearables’ (think Google Glass) to other connected devices, continue to become mainstream, this constant connectivity to information by consumers offers brands and business opportunities to reach their customers on multiple screens. Consumers today are constantly connected as they move between devices – from tablet, to PC to mobile throughout their daily routines.
Businesses need to create websites that fit the needs of customers on all screens, from desktop displays to handheld devices, in all the moments that matter. For many businesses, and we can see this in the GCC by way of the limited interesting brand case studies available that mobile continues to be the biggest missing piece in the multi-screen equation. People use the device that’s handiest for them at the moment, whether that means the desktop at lunchtime, the tablet at bedtime, or the smartphone at the mall.
Whatever screen users have on they don’t want to have to pinch, slide and struggle to get pages to load, fill out a form or make a purchase. So a mobile-friendly site has to be part of your overall multi-screen plan. This takes planning, investment and the right tools. Mobile is its own experience, with a smaller screen and a touch interface, not a mouse. Smartphones have added capabilities for on-the-go users, like cameras, GPS and phones. And while desktop users stay at their desks, smartphone users may be anywhere at any time.
It’s a real challenge for businesses to deliver a great experience for all these screens and contexts. But a good multi-screen site is worth the effort, because it’s a vital way to strengthen your brand, nurture lasting customer relationships and grow your business. A few tips for brand managers to consider before embarking on investing in a multiscreen strategy:
Ask yourself – What’s the value proposition? Why should prospective customers visit our website and use our business?
Understand and anticipate what multi-screen users see and want on our current site by using an analytics program like Google Analytics to see where, if any, current mobile users come from, what actions they take, and how their behavior differs from desktop users (e.g. compare site search queries by device).
Things to remember:
- People who are used to desktop screens want to find the same basic content and user experience on other screens, too. It is critical to preserve these familiar functions while creating an experience that works on mobile screens and tablets.
- Consider what customers will want from your site when they’re on each kind of device. A user on the go with a smartphone may want a store locator or phone number.
- Rethink your website and make the most of the power of mobile & your customers will be thankful.