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.