Today the consumer has full control and decision on how its senses will interact with a brand, a company or a person. It is no longer about interacting with a predefined order; but more on what they want to see, whenever they want to and the way (media) they want it.

It goes along with connectivity, the consumer needs access to information at any time in any part of the world, and it is more likely that the only way to do this is by using a mobile device.

Today more than ever, the consumer buys and sells, searches for relevant information, socializes, does business, plays and interacts with others using digital media. Fortunately those habits, behaviours, consumption trends and preferences can be recorded and measured.