Marketing used to be so simple. In the not-too-distant past, when marketers had to decide how to best reach consumers, they were faced with just a few options. They could use one or more of the three television networks, run advertisements in newspapers and magazines, or rely on the U.S. Postal Service and direct mail. The advent of digital technologies, however, has made an advertiser’s life much more complicated. By the turn of the last decade, about 80 percent of the U.S. population already could be reached via the Internet, virtually all of them using a laptop or desktop computer.
Just five years later in 2014, 71 percent of Internet users also owned a smartphone; 38 percent owned a tablet. These mobile devices have given consumers the freedom to access the Internet wherever and whenever they want, while also providing advertisers with a plethora of new ways in which they can communicate with their target audiences. And what better opportunity for smart advertisers to build their advertising strategies on a foundation of deep insights into consumers’ multiplatform digital behavior?
Source: WARC / Journal of Advertising Research, Vol. 55, No. 2, 2015