The pressure on brand owners today to grow their market share and face off competitive challenge has never been so strong. For the past two decades brand owners have been drawn in to creating stylish websites that promote their products and offer advice to consumers on how best to benefit from their offerings.
However, with the introduction of tablets and smartphones and the move away from desktop and laptop computing, consumers are now much more active and participative in their habits. Setting up your PC to engage in an internet session that allowed you to browse a website in order to find guidelines, a recipe, or enter a competition has been replaced by an ‘always-on’ world that removes the need for setting aside a special time or special place for internet browsing and research.
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