The second screen is a fundie of Twitch Point Planning and driver of moving a consumer closer to a sale. The ability to stall or hold the first screen, while pursuing the second, is part of Twitch Point Planning’s “understand” modus. So if one is reading a Kindle and twitches to a Mac or PC for a deeper dive into a topic, that person will likely return to the Kindle after sating their curiosity. Expected behavior. But marketers want a twitch or twitches to end in a purchase or transaction (read: sale, appointment, sign-up), not a quick return to the first screen.
Sometimes a twitch might not be to another device, it might result in a car or bike ride to the store. “Damn, I’m going to buy Europe ’72, by the Dead or a Cuban sandwich at Lenny’s.” But for the most part, the richest non-retail selling that will occur will happen on a company website. The last mile, as it were. The product or service website should provide a contextual, informational, aspirational multimedia expression of a product’s use and value. This is less likely to happen on a smartie than a tablet or computer.
As a rule (and rules have many exceptions) a good twitch point plan seeks to close that first screen and commit to the second. Or third. Bookmarking or Digging a site, while watching TV is not as good as clicking on the shopping cart.
It’s all about the pathways and how one uses them. Peace.
