Magazine article CRM Magazine

Are We Too Connected?

Magazine article CRM Magazine

Are We Too Connected?

Article excerpt

WE LIVE IN a hyper-connected society. It's becoming more commonplace in my household--and likely yours, too--to watch television while simultaneously surfing the Web on a laptop or smartphone. Many television advertisers know this is a growing consumer trend. They also know it's a problem for them, as they now have to compete with the Internet for viewers' attention.

This is why progressive television advertisers are considering new ways to get in front of them. That is by meeting them on their mobile devices--or "second screens"--with messages synced with television programming. As tempting as this might sound to advertisers, there is a caveat: Consumers look away from their television screens when they are not interested in the content on the television. In this situation, putting the same content on a different medium is not going to change their opinion of the content. And it might actually do more harm than good if they feel the messaging is intrusive. However, there are some clever ways to leverage mobile devices for viewers who are interested in their television content. This is where second-screen advertising can be most effective.

To learn about some of these effective strategies, read our cover story, "A First Look at Second Screens" (page 18), by Associate Editor Judith Aquino.

Mobile devices not only make us more connected at home, but at work too. Thanks to smartphones, tablets, and supporting technology, not only are we able to find and share more information, but we're also able to do more than we could with conventional computers. As more enterprise professionals trade in their laptops for tablets, they can take advantage of another user interface--touch. Because of touch screens on tablets, people are able to sign legally binding electronic documents, which will undoubtedly have a significant impact on the way people work: Imagine salespeople emailing a contract to a tablet-toting client who can immediately sign the electronic document and email it back. …

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