Ready Set Rocket’s Co-founder and Chief Strategist Alex Lirtsman will host “The New Digital Consumer in a Multi-Device World,” a strategic communications workshop, at Columbia University on Friday, October 17 from 6-8 p.m.

This event will focus on ways brands and marketers are overcoming the challenges surrounding cross-channel and cross-device communication, the overall challenges posed by the shift to multiple devices to complete a purchase, and the reasons why cross-device attribution is a critical factor in the new multi-device landscape.

“As Ready Set Rocket sits on the strategy side of the conversation, we get to understand and define the overall touch points across devices for our clients to deliver digital experiences that translate to business value,” said Alex Lirtsman. “This workshop will draw from our field insights and client work to showcase what brands are doing to fully understand, measure, and optimize user experience across devices and channels.”

The new digital consumer sees branded content through many channels, devices and experiences. Our world of brand exposure has never been more crowded, and the customer journey has never been as complicated. While the growth of mobile and tablet is not a recent phenomenon, this year for the first time many brands will experience more mobile than desktop traffic. When the shift to mobile first occurred, brands were following the visitors, but not the dollars. With mCommerce conversion rates at one-third of desktop’s rates, and mobile approaching more traffic than desktop, the urgency to follow the dollars is critical.

When the US  began the exodus to mobile devices, millennials led the pack. The first generation of adopters were comfortable both browsing and shopping online. Things changed drastically when the next wave of adoption officially moved to smartphones — 150 million U.S. users. They didn’t just move by having a smartphone, they began to consume content. Pageviews from mobile devices are up 42% in this past year alone. While growth in mobile content consumption is unparalleled, actual purchasing is lagging significantly behind.

While this shift has provided a huge opportunity for brands to reach consumers on their mobile devices with relevant, crave-worthy content, most brands have fallen behind in actually converting that content consumption into revenue and truly measuring the revenue that new cross-device consumption generates.

Ready Set Rocket leadership will also be available for interviews to discuss the company’s exclusive perspectives on digital/mobile trends and insights and consumer behavior.

To register for the event or to learn more visit: http://ce.columbia.edu/strategic-communications/events/the-new-digital-consumer-in-a-multi-device-world

If you are a member of the media and would like to attend the event or speak with someone at Ready Set Rocket prior to or at the workshop, please contact Harrison Wise at harrison@wisepublicrelations.com.