‘A Strategic Guide to Cross-Platform Marketing’ – ‘Website Magazine’ Article
Eric Bader says, “Marketers have a multi-device conundrum because the consumers they want to connect with distribute their attention between multiple devices. As connected devices like smartphones and tablets have grown in popularity, marketers have addressed the growth by engaging and acquiring consumer intelligence in silos.
As marketers followed audiences to smartphones, they got to know and engage the smartphone consumer. In just two years from 2011 to 2013, smartphone ownership in the U.S. jumped 22 percentage points from 43 percent to 65 percent. Along the way to 65 percent smartphone ownership, smartphone strategies became a must for marketers”.
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