The way people use mobile devices to first engage with what they seek is evolving. Before they get to the purchase, people search for visual stimulation and consume information about the stuff that becomes their lifestyle. Digital media is often now both, the genesis and an extension of the shopping experience.
Meeting new customers can be difficult these days. Personal relationships are now kept up through Facebook and other online social networks. Online dating networks are widely accepted as where people go to meet new people. The same is now true for business. Online and social platforms are now the touch-points where businesses can meet and engage new customers.
More than 90% of retail spend is in physical stores, but 84% of purchase decisions are now assisted with digital tools on mobile devices and in social networks. Merchants with a presence only in the physical world risk being left behind. Connecting digital advertising, to the ultimate sale transaction in any channel, provides important performance and relationship attribution, for retailers and brands eager to deliver a holistic, omni-channel customer experience.