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The Second Screen: What it Means for Small Business Marketers

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For several years, the big marketing push has been to “go mobile.” Though the concept of a smartphone was around long before it, the release of the iPhone in 2007 brought the technology mass adoption. Mobile phones quickly became another appendage – an ever-present device that is a computer, television and oh yeah, a telephone, all in one small package. Having a mobile-friendly small business is no longer a suggestion; it is a necessity in reaching consumers.

In 2014, mobile marketing will shift focus slightly based on consumers’ increasingly split attention when it comes to media use. The ease and small size of smartphones and tablets mean that consumers are often using them while enjoying other media – like television watching or even working on a laptop. In fact, 88 percent of consumers use mobile devices while watching TV, making the potential for cross-screen marketing huge.

In the digital marketing world, mobile devices are often referred to as the “second” screen (though let’s face it – in many cases mobile devices are the first screen) when it comes to advertising opportunities. Whether your small business uses traditional television or radio commercials alongside digital promotion or not, there are some lessons to be gleaned from the trend toward multi-screen marketing.

All small business owners can improve their mobile reach, and grab the attention of screen-hungry consumers.  Read the full report here.

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