The Dual Screening Phenomenon – How Text Marketing Breaks Through the Noise

1 February 2017

There is no denying the fact that the digital revolution has completely transformed our lives on a day to day basis.

TV or PC – which one is the winner? 

None! Long gone are the days when people only looked at one screen at any one time – typically the TV or PC. It is now evident that people are simultaneously engaging with content across an array of devices – including laptops, tablets, smartphones and TV to name a few. How often do you find yourself watching the television while using your phone, possibly discussing the program you are watching on social media?

If your every waking moment is now spent glued to multiple screens, you’re not alone. According to a 2016 study undertaken by Double Click for Google, in the past three years, consumers have increased their multi-screen media consumption by a whopping 500%. Furthermore, Deloitte Global Mobile Consumer Survey, 2016 revealed that 69% people check their phones within 30 minutes of waking up.

Is there any opportunity for text messaging?

The rise of dual screening has created a huge opportunity for digital marketers, not least targeted  text marketing campaigns. Knowing that in the evening many people may be utilising multiple devices, it’s the perfect time to deliver a text campaign! Smartphones have become the hub of our daily lives and are now in the pockets of two-thirds of UK adults. We are spending twice as long browsing on our smartphones compared to laptops and PCs. It’s therefore not a surprise that these messages are highly likely to cut through the noise of other screens and generate immediate impact.

You can even plan text marketing campaigns based on what other screens people may be using. For example, if a high-profile sporting event is on the television, a text prompting you to join a gym, or become involved in sport would be a clever way to engage audiences. Research indicates that people regularly shop online during the evening; a well-planned text campaign could take advantage of these periods when people are likely to be viewing television, tablet and mobile in tandem.

What’s next for future marketing campaigns?

With this is mind, we must ask ourselves how we can adapt and utilise text messaging in the most efficient way? What are the most potent and how can we use them to reach our target market(s)?

Essentially, as the smartphone has become the centre of our everyday lives, it would be a travesty not to take advantage of these powerful devices and ensure that your message is heard loud and clear; even if it’s while the football is on!    

Looking to take advantage of the dual screen phenomenon? Talk to us today how to capture this through text marketing! You can contact our specialist Customer Care team on 08451 221 302.

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