Multi-Channel Turns Multi-Generational – Marketing Land

Recent research into consumer behavior across multiple electronic devices — laptops, tablets, and smartphones — promises to upend the conventional wisdom espoused by advertisers and marketing experts. Statistics collected by ComSource reveal that millennials are not alone in their desire to stay connected everywhere all of the time. In fact, their experience online may actually be less characterized by seamlessness than that of their elders.

According to Liane Dietrich, these new realities argue for a shift in focus from traditional demographics to data-collection methods capable of documenting each user’s unique experience. Adopting such an approach can help companies better understand the extent to which they’re doing more than selling products and services. Companies are also cultivating lasting relationships with individuals who conceive of and interact with their brands in entirely new ways.

Read more from the source: Marketing Land

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