Marketing planning becomes challenging as the mobile landscape is always shifting. The ways in which consumers behave and consume media has changed. Today’s consumers use multiple devices throughout the day to research, connect and shop. To add to the complexity, today’s hyper-connected consumer often uses multiple devices at once!
Mobile devices are well embedded in consumer behaviour and email marketers should strategically plan their content and targeting accordingly. In doing so, content feels less generic and more personalized to the user’s context.