There is a new generation that is even more different to appeal to compare to the "millennials" --- that is the "mobile generation". For businesses, especially e-commerce businesses, building a mobile-friendly site is no longer optional. There are a few basic steps that almost any organization, small or large, could easily follow and benefit from. A lot of open-source website creators such as WordPress have an optional plugin to convert your desktop site to mobile-friendly site.
The next step is to make integration of the desktop web experience and the app experience seamless, which is to create the "omnichannel experience". Consumers want to feel like they are being recognized regardless what device or channel they use to shop on a particular day. Delivering the omnichannel experience is critical to building a strong and consistent brand image.
For more information, please refer to the below article.
https://www.prdaily.com/Main/Articles/Todays_marketing_challenge_How_to_reach_the_mobile_22808.aspx
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