As a millennial, the thought of making a purchase without doing some amount of online research is nearly unfathomable. Equipped with my smartphone and laptop, simple queries or lengthy research are answered and performed with ease thanks to the advancements to comparison shopping sites, search engines, blogs, product review sites, and smartphone apps. There is no shortage of relevant content and as an avid online shopper, I use a wide mix of channels, ad formats and devices to guide my purchase decision. And so do the majority of other consumers.
With ongoing advancements to marketing technology, access to product information, and constant connectivity, consumer behavior has radically changed. Now, nearly every purchase is considered and researched as product information is easily accessible and free. It is natural for consumers to alternate between multiple devices, channels and ad formats before making their final purchase decision and marketing professionals have struggled to track and attribute channel performance to the final conversion.
Click here to read more.