Multi-Screen Marketing: A world of opportunities, but complex challenge for marketers

With consumers constantly switching between smartphones, tablets, and laptops, brands face an uphill battle in capturing attention and shaping perception. The digital landscape is more fragmented than ever, making it crucial for marketers to craft content that resonates across multiple screens. In this era of digital chaos, the ability to break through the noise and establish meaningful connections with audiences has become a defining challenge for brands.

This challenge took center stage at the e4m India Brand Conclave 2025, during a thought-provoking panel discussion titled "Brand Perception in a Multi-Screen World." Industry leaders engaged in a deep dive into how brands can maintain relevance and engagement while catering to a constantly distracted audience.

Experts emphasized that simplicity remains the most effective approach, with clean, clutter-free messaging and strong visuals cutting through the overwhelming amount of digital content consumers encounter daily. Authenticity also emerged as a crucial factor, as audiences today are highly perceptive and quick to dismiss brands that appear disingenuous or overly promotional. Staying true to a brand’s core values and fostering genuine connections with consumers can significantly enhance trust and loyalty.

The Multi-Screen Challenge: A Double-Edged Sword

The discussion kicked off with a deep dive into how multi-screen behavior is influencing brand perception and decision-making. Amit Bhojani, General Manager of Marketing at Oberoi Realty, emphasized the importance of a digital-first approach. "We focus on 360-degree marketing campaigns, with a heavy emphasis on visually rich, clutter-free content. Our strategy is simple: keep it clean, visually appealing, and consistent across all platforms," he said. Oberoi Realty’s success lies in its ability to create content that resonates with its luxury audience, leveraging social media and performance marketing without relying heavily on influencer partnerships.

Esha Nagar, Founder and CEO of The Pegboard, echoed the sentiment but added a nuanced perspective. "Multi-screen behavior isn’t new, but it has amplified the need for brands to understand the unique language and vibe of each platform. The real challenge is creating resonance, not just attention. Brands must walk the talk and stay true to their core values," she explained. Nagar highlighted that while multi-screen marketing offers more engagement opportunities, it also places greater emphasis on the product itself as a key differentiator.

Storytelling and Authenticity: The Heart of Modern Marketing

Gaurav Ramdev, Chief Growth and Marketing Officer at Protean eGov Technologies, likened modern marketing to movie-making. "Your main story is like a tentpole film, but you need different narratives for different screens. Consistency and context are key. The same message must adapt to the platform—whether it’s a family-oriented TV ad or a quick, relatable Instagram post," he said. Ramdev also stressed the importance of authenticity, noting that consumers today can easily see through insincere messaging.

Pallavi Barman, Chief Strategic Advisor at HRX, added a cautionary note. "While multi-screen marketing offers immense opportunities, it has also made our lives as marketers more complex. The need for authenticity is higher than ever. Brands can’t afford to layer their messaging with frills or false promises. Simplicity and relatability are what truly resonate with consumers," she said. Barman also highlighted the financial strain of multi-screen marketing, noting that annual operational planning now revolves around allocating budgets across multiple platforms.

Content That Cuts Through the Chaos

When it comes to creating content that grabs attention across different screens, the panelists agreed that there is no one-size-fits-all solution. Pooja Sharma Doshi, Co-Founder of Aer Media, emphasized the importance of consumer-driven content. "It’s no longer the brand deciding what goes on the screen; it’s the consumer. Brands must focus on creating relatable, authentic content that connects emotionally. The grandeur of TV ads won’t work on mobile, where consumers crave realness," she said.

Esha Nagar further elaborated on the need for depth in content creation. "Viral content might get you attention, but it won’t drive sales. Brands need to focus on creating content with impact, not just virality. Each platform has its own language, and understanding that is crucial," she explained. Nagar used the example of the event itself, noting how different platforms like Instagram, LinkedIn, and YouTube would highlight different aspects of the discussion, catering to their unique audiences.

The Role of AI and Immersive Technologies

The conversation also touched on the growing influence of AI and immersive technologies in marketing. Pooja Sharma Doshi shared insights on how AI is revolutionizing influencer marketing. "AI influencers are becoming a game-changer, especially in the luxury space. Brands like Burberry have used AI to rebrand themselves and combat counterfeit products. The key is to use these technologies intelligently to drive meaningful engagement," she said.

In a world where attention spans are shrinking and distractions are multiplying, the panelists agreed that brands must focus on creating meaningful, authentic connections with their audience. As Gaurav Ramdev aptly put it, "Marketing today is about solving consumer problems, not just selling products. Listen to your consumers, stay authentic, and let data and creativity guide your strategy."

The session left the audience with a clear message: in the age of multi-screens, the brands that succeed will be those that can cut through the chaos with compelling storytelling, authenticity, and a deep understanding of their always-on consumers.