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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.