From responsive design to HTML5, here’s how advertisers can realise the huge potential of smartphones

• Closing the digital marketing skills gap – webchat
  

Measure mobile more accurately
Three in five UK adults access the internet through their mobiles, meaning brands must measure their mobile performance more effectively. The problem is that results are difficult to measure as consumer journeys across multiple devices become harder to follow. Marketers need to leverage technology to accurately profile the user-journey from one device to the next so they can better tailor their messages to match the different points of this journey.