With the introduction of deep linking in iOS 9, Apple is taking on Google in mobile search. Columnist Alex Lirtsman takes a look at the new turf war.
In a mobile-first era with sinking conversion rates (due to cross-device tracking challenges) and high levels of distraction, most of our time as marketers is spent on understanding and optimizing a disconnected ecosystem and a distracted consumer. By “ecosystem,” I mean the connective tissue that creates seamless experiences for users across devices that is trackable and optimized to intent — the moment that will generate the highest propensity to convert…
