To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:

  • launching a cross-device campaign
  • running ads only on mobile devices
  • addressing consumers’ needs
  • carrying over the theme of her traditional ad campaign to her online campaign

The correct answer is:

  • addressing consumers’ needs

Explanation: Marketers must focus on three key areas —identifying key moments of intent, delivering on needs in the moment, and measuring all moments — in order to create a customer experience that’s relevant and useful at every touchpoint in this new path to purchase.

Read more here: https://storage.googleapis.com/think/docs/forrester-moments-that-matter-research-study.pdf