Smartphones and tablets cater to a dynamic, cross-media lifestyle. Around 65% of tablet owners use their device while watching TV and 41% use both smartphones and tablets simultaneously at least once a day, according to a 2014 Mobile Behavior Report. The consumer’s mobile time has changed marketing as we know it. An integrated, omni-channel marketing approach is what brands now need to adopt to provide the much-desired seamless shopping experience to consumers.
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Mobile devices have been shaping the way consumers interact with businesses for a long time now. They have been answering buyers’ demand for constant information successfully while allowing them to stay connected and interact with their peers, brands, competitors and market influencers for better purchase decisions. Initially, SMS and push messages encouraged people to embrace the concept of on-the-go shopping. And then apps totally changed the way consumers interact with businesses.
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