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Consumers are living in a state of increased connectedness, with their digital selves functioning parallel to their physical selves. This has changed their expectations for a seamless experience with brands at every touchpoint. It creates a fragmented, cross-device product experience for consumers, which makes it challenging to deliver the right value proposition at the right time and on the right platform, as well as difficult to measure its success. This increased connectedness poses a significant challenge to marketers, says Simone Frost, group digital marketing and innovations manager at Telesure, as it requires staying ahead of the curve while technologies rapidly evolve. To ensure that clients are being provided with solutions that are relevant to their lives and that brands are differentiated, product offerings need to be evaluated on a regular basis. Telesure has adopted a mobile-first approach that encompasses all marketing activity, from creative execution for online adver...

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