Natasha Hritzuk
Posted on 4/21/2014

Market to people, not devices and other lessons learned in new book.


It seems like only yesterday that my colleague Kelly Jones and I set out to create a thought-leadership program at Microsoft Advertising to help marketers better understand and anticipate the needs of their customers. Now, almost three years later, we’ve summarized our research findings alongside practical advice for marketers into a new book published by Wiley & Sons.

We were inspired to write this book because we felt marketers are challenged with the explosion of technology and devices to the point where we’ve all gotten wrapped up in the features and functions of the devices and what campaign may work best for a device or screen. In doing so, we’ve lost our inherent focus on ‘the people’ behind the screens and what their needs, wants and intentions are.

Part practical handbook, part provocation, Multi-Screen Marketing shares what we’ve learned from our research and from working alongside customers, designers and engineers. The book’s central premise is fairly simple. Once you figure out why people do what they do – what motivates them as they use digital channels to enable and empower their daily lives – predictable patterns emerge. These patterns provide clear roadmaps for building compelling, meaningful and memorable marketing strategies even within a complex, device-laden media ecosystem.

These days, nearly every advertising request for proposal (RFP) contains social and mobile line items, indicating that too many marketers focus on the capabilities of a device or marketing channel at the expense of consumers’ needs. The more we focus on functions and features, the further away we get from the people who are using these devices; and the further we get from the people using these devices, the greater the risk that we build marketing campaigns that are technologically clever, but fail to build bridges between consumers and brands. Multi-Screen Marketing puts consumers firmly back in the center.

We include seven calls to action (outlined in seven chapters) where we share how brands can provide more unified experiences across computers, tablets, mobile phones and gaming/entertainment consoles and why this is of critical importance as move into a digital future.

Chapter 1: The Seven Things You Need to Know to Reach Your Customers across Televisions, Computers, Tablets, and Mobile Phones
Chapter 2: Meet the People behind the Screens - Market to Your Customers, Not to Their Devices
Chapter 3: Know Your Customers’ Decision Journey - Use Screens to Facilitate Decision-Making
Chapter 4: Introducing Quality Social - How to Harness the Real Power of Social Motivations across Screens
Chapter 5: Simplify Your Multi-Screen Content Strategy - It’s Time to Rethink “Consumers in Control”
Chapter 6: Drive Efficiency by Targeting Consumer Needs, Not Millennials and Moms - Learn the Multi-Screen Audience Targets That Matter
Chapter 7: Initiate Action with Seamless Experiences across Screens - How to Execute Quantum Multi-Screening for Your Bottom Line
Chapter 8: Measure Consumer Metrics, Not Device Metrics - Avoid the Device-First Measurement Trap
Chapter 9: Meet Your Customer in Her Moment
Chapter 10: Afterword: Winning in the next wave - A Vision of the Future by Microsoft’s Chief Solutions Officer Rick Chavez

We welcome you to read the first chapter on Amazon here. We hope this book provides some practical ways to reach your customers with more effective advertising across screens, while also inspiring the industry to challenge the status quo. Let us know what you think!


Natasha Hritzuk and Kelly Jones

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