Multiscreening as a way of reaching a consumer – idea and possibilities

Kamila Peszko

Tytuły

Abstrakt

Marketers are trying to meet the new challenges of targeting consumer who flick through the screen. Using the multiscreening brands being able to connect with clients wherever they are, on any screen.

Author of the article focuses on presenting the idea of multiscreening, areas of its activities and the possibilities of its application in the field of marketing communications. By analyzing secondary research conducted by national and international research organizations in 2012–2015, the author indicates the visible trends in multiscreening in the context of consumer preferences and behavior. Referring to examples of Polish and foreign multiscreening campaigns, the author present opportunities offered by multiscreening marketing campaigns pointing to unused areas of the Polish company.

Marketers are trying to meet the new challenges of targeting consumer who flick through the screen. Using the multiscreening brands being able to connect with clients wherever they are, on any screen.

Author of the article focuses on presenting the idea of multiscreening, areas of its activities and the possibilities of its application in the field of marketing communications. By analyzing secondary research conducted by national and international research organizations in 2012–2015, the author indicates the visible trends in multiscreening in the context of consumer preferences and behavior. Referring to examples of Polish and foreign multiscreening campaigns, the author present opportunities offered by multiscreening marketing campaigns pointing to unused areas of the Polish company.

Słowa kluczowe

multiscreening, marketing communication, a way of reaching a consumer

Bibliografia

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Informacje

Informacje: Jagiellonian Journal of Management, Tom 1, Numer 4 (2015), s. 339-351

DOI: https://doi.org/10.4467/2450114XJJM.15.023.4832

Typ artykułu: Oryginalny artykuł naukowy

Tytuły:

Angielski:

Multiscreening as a way of reaching a consumer – idea and possibilities

Polski:

Multiscreening as a way of reaching a consumer – idea and possibilities

Autorzy

Kamila Peszko

Publikacja: 18.03.2016

Status artykułu: Otwarte

Licencja: Żadna

Udział procentowy autorów:

Kamila Peszko (Autor) - 100%

Korekty artykułu:

-

Języki publikacji:

Angielski

Liczba wyświetleń: 4871

Liczba pobrań: 1890

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