The explosion of digital consumer touch points ( e.g. smart phones, tablets, social media platforms) is radically changing consumer behavior, reducing the utility of the traditional linear marketing model ( from awareness to consideration to purchase) and making the analysis of individual media and channel silos meaningless.
Today, consumers are just as likely to shop online before buying in-store as they are to shop in-store before deciding to buy online. Moreover, the entire distinction between digital and traditional channels is becoming less clear as brands invest in mobile technology to enhance the in-store experience.
At (m)PHASIZE, we work in collaboration with our clients to understand these types of cross media and cross channel effects on customer behavior and on marketing performance.