For long, marketers have looked at digital marketing with a traditional and often siloed lens. Even today, search, email, social media, display and banner ads on leading search engines, social media, and other portals continue to have the highest share in marketing budgets. However, the consumer buying journey has become increasingly fluid in an age of connected devices. The plethora of new devices has created new touchpoints that allow consumers and brands to connect with each other even before they begin their buying journey.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n
As consumers seamlessly traverse between different connected devices, they expect brands to provide an equally seamless and engaging experience across different devices, browsers, and apps. The rise of new devices has led to new stand-alone browsers, OEM-driven search engines and bundled apps, on-device extensions, and keyboards making the online universe more and more fragmented. Already, an increasing number of consumers are rapidly moving away from standard platforms to other OEM-led browsers, app stores, apps, and channels. It is estimated that there are about 1 billion non-Chrome\/non-Safari users that account for 24% of the entire browser universe of 4.5 billion worldwide.\u00a0<\/p>\r\n\r\n\r\n\r\n
For marketers, this presents a challenge and an opportunity to reach their target consumers. New-age technologies have opened new avenues to connect with consumers that go beyond the traditional marketing cycle and channels.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n
Marketers must now focus on utilising a more innovative and comprehensive mix of advertising channels across devices, browsers, search engines, apps, and publisher platforms and continue refining their choices based on ROI.\u00a0<\/p>\r\n\r\n\r\n\r\n
VEVE: Enabling marketers to go beyond conventional advertising channels<\/strong>\u00a0<\/p>\r\n\r\n\r\n\r\n