In the multi-screen environment information and contents must be Accurate, Relevant, Transparent (ART) and consumers must have access to tools to pull them where and when they require. Therefore web marketing and communication experts must create these tools and must be prepared to initiate engagement with contextual relevance and personalization. The context of the communication will be the battleground to win the heart of customers. This is why it’s good to keep in mind that the customer experience is not a product of technology, but it’s a product of emotion and that from positive emotions come connections, therefore profitable relationships with customers.

Image credits: We are a society of multi-taskers and multi-screeners, by Brian Solis.