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If marketers have anything to learn from 2016, it’s this: Mobile is no longer just an important or necessary element of a marketing strategy, it’s vital for the livelihood and existence of a brand. It has led to a critical shift in shopper behavior that brand marketers are rushing to understand and adapt their digital marketing strategies to.
Today’s brand marketer is tasked with the intricate challenge of delivering a customer experience that spans both the digital and physical worlds. The evolution of marketing, driven by the rise in digital mediums and mobile adoption, has complicated the process of delivering a seamless customer experience across all touchpoints.
In case you missed it, there’s been a flurry of merger and acquisition (M&A) activity occurring in the ad and marketing technology space this year. When we entered 2016, those of us in the industry knew this wave of activity was imminent; and now the wait is very much over. In just the first half of the year, more than 70 deals were closed.
Headlines and perceptions aside, Uber has become a juggernaut in the transportation business by awakening a latent sales force — a move that has allowed the brand to infiltrate local markets around the world and become an overnight success. There are now an estimated 162,037 active Uber drivers, many of whom just months ago were likely spending their weekends like anyone else ...