The way we use the internet has changed a lot in recent years, and is changing at a faster rate than ever before. Mobile device usage is through the roof, overtaking desktop usage for many tasks including answering emails and shopping. The average consumer will now use up to six different touch-points before making a purchase, and the majority will use at least four.
Keeping on top of changing user behaviour is an important challenge for businesses to face, as customers expect a fluid transition between the desktop, mobile and in-store experiences. This means that to reach this audience effectively, your marketing needs to be delivered with consistency across multiple channels.