It's no longer enough to think of your websites as destinations - you've got to think of the myriad of ways of getting your products, services, and content in front of users - where they are.
Individuals want to determine where, when and in what format they interact with your company. Until now, companies have been forced to take a custom, create once-use once approach for each microsite, iphone app, Facebook app, flash tool, rich media ad, widget, etc. This is a costly approach to create, cumbersome to manage and makes it very challenging to capture engagement level analytics and conduct A/B and multi-variate testing in-market.
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