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Every way you slice it, digital is growing relative to offline, and mobile is growing relative to desktop. The National Retail Federation shows Ecommerce share of retail sales at 7%, doubling since 2008. Our most recent Quarterly Digital Marketing Report shows smartphone paid search clicks up 35% year over year for Q2, while desktop and tablet traffic are actually flat.
There are numerous ways that customers can engage with brands online. While each consumer interaction drives value for a brand, certain actions are not as measurable as a traditional lead or revenue-generating events. Today consumers are shopping across devices, downloading apps, and searching online before buying in-stores.