How marketers can connect with mobile-focused consumers

As the use of smartphones grows among consumers, organizations must tailor their marketing efforts accordingly. One recent study suggests adopting four key approaches.

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In digital marketing, gone are the days of separating mobile and desktop customers.

Marketing and PR pros must adapt to the growing number of smartphone users who consult their mobile devices before making a purchase.

Google reports that in order to meet this growing trend, marketers should account for new conversion types and think about measurement in a way that connects with consumers using various screens and channels.

“Many businesses still measure conversions and cost per acquisition for mobile devices and desktop separately ,” a recent Think with Google report says. “They’re not accounting for micro-moments that happen on numerous screens in a consumer’s path to purchase. You don’t have mobile customers and desktop customers. You just have customers.”

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