Understanding how consumers interact with their chosen brands across the many platforms available to them today is fundamental to effective marketing and customer service. Cross-platform optimization essentially refers to harnessing this behavioural information to provide a unified brand experience over all digital channels, whether that’s web, mobile or social media.

In recent years, consumer technology has undergone some drastic advances. Whilst an initial technical revolution took place around the emergence of the internet itself, a second has been triggered by the recent progression in mobile technology. Christopher North, managing director of Amazon UK, commented, “I have never seen anything happen as fast as mobile.”

And as the devices we use change all the time to become more varied and sophisticated, so too does the way that we choose to interact with them.