Multi-Screen, Your Multi-Choice

Multi-Screen, Your Multi-Choice

Author: Mr. Nakarin  Chanamai   ID. 4561500119

The PHD student of Communication Arts # 5,  Sukhothai Thamathirat  Open University

10 October, 2013

Abstract

Trends of consumer behavior when moving to  the digital age,  their behavior is changing. Because of the ability to consume more information. Contributing to  the variety of devices and technology benefits, the consumer have more power to choose the option to receive information . They can communicate more, by the  usage  of communication tools. The change is that the Multi-Screen of consumer will arise. Consumer have the perception of many forms of communication and use them by different  feature . Marketers need a sharp consumer  strategies to motivates consumer to communicate online more and more to increase the value of information. Or searching further to the  new interests by Multi-Screen devices. Communication behavior have been adjusted to broader interactive . Which causes the increasing usage of communication by the consumer choice of   Multi-Screen.

 

                Currently, telecommunications in Thailand are developing rapidly into the new era,  along  with business competition are intensified even more . The ability of   new media can approach and interact to the users simultaneously, such as online media and   smart phones. This affected to the change of   consumer exposure behavior. Creating the new target group which is interested only in some selected content,  in  some particular media, or in some type of their  interest topic only. Of course, choosing the media only to their own interest will increase the audiences' power.  In term  of  decision  making, to choose or not to choose content is consumer power as they wish at any time.

                Trend of consumer behavior who pay attention to the news or entertainment is increasing towards a  new media usage. Consumers want to have more privacy and more individualistic, so they will be more demanding and choose channels to communicate freely to their interests in  the  different times , places and opportunities.  Business operators have to predict and clarify consumer behavior in this new format and redesign strategic planning  seriously  to deal with  the new environment. This issue will be the measurement of success or failure while communication business is  very  challenging .  Marketers as a sender position,  really need a major weapon in this kind of  situation. That is, the use of new channels to expand the exposure of content extensively apart from  their  own  territories  that already existing . Convergence of media and content  is an important role to response  consumer demand for new usage of communication . Preferably Communication channels used as the new and popular devices such as smart phones, tablet, TV and computers.  The popularity of these devices is more than one on one. That means one consumer will use more than one device for his communication behavior.  To regularly communicate or engage to the online recognition and  social media . These four types of communication tools are extended as  the major channel and spread  the information to the consumers under the different conditions and properties. Collectively in a group of  The  Multi- Screen  or called  4 Screens, showing the most popular and smart device that consumers use most to communicate and interact promptly.

Source: Jessicuh.com

                Marketers divided the Multi-screen into two major groups , it was among the first group to have a habit of consuming information and forward data from one screen to another screen, such as watching television , then searching for the information of the star in stories from a computer or smart phone . The next group will behave like doing many things at the same time , such as chatting in  "line" application from mobile phones simultaneously playing game " HayDays" in his tablet. (IT - Innovation: Borderless Technology,  By:  Nattavee  Mahavijak,  Consultants Association Media and advertising agency in Thailand,  from website:  http://www.bangkokbiznews.com.)  The results of this research summarized that the usage  behavior of the communication device that acts an extension of each other, working related under the demand of the user .  Due to the increasing abilities of  working  faster,  more agile , open communication channels, being shared by using the same or similar content  effectively. As the result of the rapid development of the communication technology directly affected to consumer behavior.

                From Google Insights and  the interviews of  Moira Davis, Executive Vice President of Marketing of the famous sports channel ESPN in website:  http://www.google.com/think/interviews/4-screens-right-time-. right-place.html.  She entitled  of "Right Time, Right Place" that passed through the four screens which includes as a Multi-Screen devices:  Smartphone, tablet , TV and computer,  are correct and appropriate. Consumers get what they want regularly depending on whether any moment at any place they choose to display any information and exchange with us.  Multi-Screen can response perfectly to consumer needs.

               

                Behavior of the usage of communication channels, the most consumers use the Multi-Screen devices to  interact  from the screen of the four types of communication  itself.  Marketers can foresee and analyze the behavior history.  Consumer behavior can be predictable that the trend in the use of various communication channels will be. What are their Target do right now, and actually what do they want indeed.  The answers will be used in the preparation of the content design  and marketing strategies to reach customers insight in the next step .

Source: Google/ipsos/sterling 2012

                Part of the research in "The New Multi-Screen World Study"  of Google Insights in website: http://www.google.com/think/research-studies/the-new-multi-screen-world-study. html.   Convinced that the current consumer group are communicating  on the four screens that can be interacted with dialog like that, In the rate to 90 %, or 4.4 hours per day . While other types of media such as radio, newspapers or magazines which do not have a screen, The low utilization rate to 10 %, so the media usage habits of those sample indicates a trend change obviously, and the new direction of channels  communication.  It has to be the response of new consumer behavior or target groups. Strategies planning are needed  for  matching the usage of  Multi-Screen, in order to focus on the needs of the target audience in many conditions . Concentrate on  the advantages of each type and each individual property, the Multi-Screen will be the important bridge between the variety of consumers and the variety quality content that they want as well . According to the user experience in various communications tools; smart phones, tablet,  computers and televisions, this experience is existing in the long-standing expertise. That means in the overall market,  there will be the higher competitive for the most convenient and the easiest way of  the Multi-Screen . The interesting and suitable content for the target groups, the quality of the items offered and the quality of the communication channel will be the big magnet to attract the attention of the audience as possible. With professionalism and the new standard of performance, this will gradually build up credibility in the minds of the target audience little by little, until the new confidence are created.

                In the fierce competitive environment as today, Innovation was created to serve as a tool for strategic marketing . The purpose of attracting customers is to get used to the never ending interactive engagement   and  the  never ending entertainment via Multi-screen devices. The special quality content   that meet the needs of consumers, are able to communicate with any choice of the Multi-Screen . Along with sales tactic are inserted harmoniously.

                The communication factor in The Multi-Screen and the quality content factor are elevating the growth and will add value to the products or services of the business as well which  meet their targets effectively.

For example, innovations such an interesting content , the new Applications for the smart phone or tablet Android TV software “TV Anywhere”  that can be used to download a list of different channels of cable television . Which be broadcast at the time as subscriber  request immediately on the Demand of the choice in Multi-Screen. The awareness expansion and the increasing of  loyalty  are created from the convenience and ease of access . Also  providing the additional techniques for  any items backdated.  Just choose the correct item with signaling through WiFi or a 3G  of smart phone, tablet or computer.

Another example is evident in the content provider's issue that combined the appropriate communication channels and the Multi-Screen . It is a live football via smart phones through an specific application. Audience can watch live football matches through the smart phones in addition to the television screen. Convenience and ease of use again is a strong selling point in the marketplace. Just use an application with the specific mobile phone provider "AIS" .  It can be seen as a sharp live program from internet TV  or live cable TV at home.  

Another example of the good content management is the repeat of  Multi-Screen usage  by providing the popular content in free TV screen first . Then spread around to the rest of the Multi-Screen,  to reinforcing and consume more space perception . Adding more  interest to current and new target audience . The singing competition as The Voice Thailand  are shown on free TV for mass audience. But to watch spectacle repeated screen from the choice of Multi-Screen through YouTube is more effective and can be repeated , which has a high view of a global audience . It also impacts for finding more information and viewing via internet, so the strategy of the usage of Multi-Screen has been increasing as well.

                The primary purpose of the expanding of communication to the Multi-Screen is the stimulation and creating the need in the modern technology. The  choice of new tools for the new target groups are available to maintain  target not to run to the competitor , or terminate the relationship . To create a powerful combination of business strategy, the Synergy will bring the advantages and strengths of each section. This will turn to new and valuable marketing benefits. They also want to encourage the target audience to communicate or consume the content as much as they can.  And  to stimulate business growth in line with the growing needs of the target audience. Such as the purchase of new apps to try new things, thereby resulting are  increased  the media consumption. Gross consumption of media  are expanded globally. (Media Consumption, Website:   http://flowingdata.com/2013/10/07/real-time-media-consumption/) And the report found that the total mass of media consumption through the online media world have increased more than in other forms of media including social communication and  Internet use from mobile phones . To get  their share 57 % of the media within a day, consumers spent about 10.7 hours per day addiction in any media formats,  and 5.6 hours only online interactive. ("the Online Time Now Exceeds Offline Media Consumption"  Website:  https://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/)

                Apart from the main objectives,  byproduct of bringing quality content to pass to the new channel, to access the Multi-Screen has been proposed to increase the number of calls to the target audience. Other components benefit from the members has been presented repeatedly. Increasing frequency of reinforcing awareness and reminding to the target audience without  the cost of buying advertising time or advertising the  tied-in program.

Source : google / ipsos / sterling 2012.

                Multi-Screen strategy is to expand the channel of communication. Using compelling content for the appropriate   targets  to make sales.  Assume that the media usage habits of consumers is a base idea and  follow the behavior of the various usage in communication channels . Then use a highly effective marketing to cope with satisfaction by both parties. The choice of  Multi-Screen is used to draw more attention with the  unique properties  that suitable in the situation. Or they can be used simultaneously, it is up to the consumer  behavior with their needs  for that medium choice. The choice of  Multi-Screen is  the selection of the weapon, whenever a target using any channel of communication channels or weapon, the marketing strategy preparation is a must. When the business is ready for the new content strategy, and also inserted in the proper presentation of the Multi-Screen,  and then pass it to the channel immediately, the opportunities Turnpike to the communication and interaction will be higher. Especially during the available time that the target can  online such as during the trip, during their holiday, shopping time, or any other activities . Consumer can select any kind of Multi-Screen to match their situation , as long as those devices are Multi-Screen and working with high feature, the choice is yours.

Bibliography

Multi-screen,  http://www.bangkokbiznews.com. October 7, 2013

Multi-Screen behavior that marketers should know, .  http://www.nuttaputch.com/multi-screen-behavior-stat. October 7, 2013

The New Multi-Screen World Study, of Google Insights website   http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html.   October 7, 2013

"Right Time, Right Place", Google Insights for Moira Davis, Executive Vice President of Marketing of the   famous sports channel                 ESPN said in  http://www.google.com/think/interviews/4-screens-right-time-right-place.html.  October 8, 2013

IT - Innovation: Technology Without Borders, By: Nattavee Mahavijak , Consultants Association     Media and advertising agency in Thailand from web:  http://www.bangkokbiznews.com. October 7, 2013

Media Consumption, http://flowingdata.com/2013/10/07/real-time-media-consumption/ October 8, 2013