Consumers are using many different devices during the consideration phase of the buying cycle. Are they receiving a "best in class" user experience with all of your digital assets?
Think with Google recently posted a great article called, "Digital Marketing: It's Time to Rethink Measurement for Growth" in which Matt Lawson of Google discusses updating your thinking on what constitutes success and how to track metrics for your digital marketing. Specifically, he addresses how not using the correct metrics can be a detriment to your growth by saying, "Yet many brands currently find themselves in a very similar situation when it comes to digital: still leaning on legacy desktop marketing metrics in a world that's gone mobile-first." Just tracking desktop foot traffic doesn't give you an accurate portrait of your audience causing you to miss critical "micro-moments" and metrics used to help growth.
If your website is not mobile and tablet friendly, if your users don't get the same experience across all platforms, you miss out on these "micro-moments" discussed in Matt Lawson's article.
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