The retail store is no longer the one-stop shop it was in the past. Consumers have no shortage of options when it comes to shopping, and it's not just brick-and-mortar stores versus online: Smartphones, tablets, and desktop computers all offer their own advantages when it comes to shopping.

Consequently, few consumers stick to just one channel for conducting their shopping business, even when considering a single product. In fact, a Marketing Land survey shows that 90 percent of shoppers actually use smartphones for shopping in stores. This behavior has cultivated a consumer buying process that is hard to track and even tougher to predict — but marketers are finding tech solutions that enable effective tracking from one channel to the next, and even provide options for leveraging this multichannel utility as an asset.

To succeed in 2016, brands can't ignore the ever-shifting presence of consumer activities. Instead, it's critical to anticipate this sort of behavior and build a marketing strategy that accommodates this new approach.

Among the many reasons consumers seek out ad blocking software is the drag that slow-loading ads place on browsers. However, according to a report in Digiday, Google could be exploring the idea of creating an acceptable ads policy that would cut back on how much data ads require and how long they take to load. But could an acceptable ads policy really change consumer behavior?

It All Began With a L.E.A.N.

While this new initiative has impressive scope, this isn't the first time such a policy has been created in response to ad blocking. As Marketing Land notes, last year, the Interactive Advertising Bureau (IAB) announced its L.E.A.N. (light, encrypted, ad choice supported, noninvasive ads) program, which was intended to address some of the tech concerns that had been fueling the growth of ad blocking — such as autoplay and flashing ads. But, as Digiday points out, the IAB's program is not enforceable, so it only works if many advertisers and publishers subscribe to its standards.

Traditional advertising placed brand recognition at a premium. Digital marketing has expanded the possible goals of ads in today's commercial landscape, building direct channels for conversions and offering a myriad of other benefits that can be used to build a case for ROI.

But the value of brand awareness itself is just as important as ever — it's why a company like Apple doesn't even have to put its name on its billboards to effectively advertise a product. Consumers see the ad content and understand where it's coming from. Not every company can have such influential awareness at their disposal, but any brand can use consumer recognition as a measure of their success within a specific market.

The first step is testing that brand awareness, and there are several effective ways to figure that out.

If you think seasonal advertising is all about the holiday shopper, think again. The summer season can actually help you promote your business, especially if you're in a field related to the changing temperatures, like a garden center or an HVAC company. No matter what your business, if you experience seasonal highs and lows, here are some tips to help you capitalize on the season's trends.

Sponsor the Weather

Whether you're advertising on TV or online, running an ad around a forecast means you've got the attention of an audience interested in what's happening outside. As the temperatures rise, so will interest in products like frozen yogurt shops, tanning beds and air conditioners. A recent article in Marketing Land shows that some 50 percent of consumers research purchases on computers, while a majority (67 percent), still buy in-store. In other words, the path to purchase is complex. Linking your brand with a consumer who is already interested in a core aspect of your business gets you over the hurdle of distraction.

Local digital advertising makes it easier than ever for SMBs to match the presence of national brands. Even companies that have never advertised before are taking advantage of its ability to deliver prime customers at point-of-purchase.

Just one slice of this market — location-targeted mobile ads — is expected to grow from $8.5 billion last year to $26.7 billion in 2020, at which point local digital advertising spending is expected to capture 43% of mobile ad spend in the U.S., according to MarketingCharts.

But before you jump in, here are a few things you'll want to know.

A 2015 survey found that even though banner ads continue to be the top ad format heading into 2016, many agencies and clients are looking to grow their ad portfolio by ramping up the usage of video formats in the coming year. According to Marketing Land, native and video were regarded as the top mobile ad formats for 2016, with 44 percent of marketers who responded to this survey citing the ability to present content in a less intrusive way as their main reason for preferring these formats. However, digital video advertising goes beyond this benefit and is a medium that marketers are just beginning to scratch the surface of. Here's how marketers can use video to introduce themselves to consumers, build trust and then ultimately get the conversion.

Being a mom in the 21st century is a tough business. Stay-at-home moms, working moms and even work-at-home moms are facing increasing demands and pressures on their schedules. As marketers, it can be tough to reach a demographic that is seemingly always on the go and checking things off her to-do list with rapid-fire efficiency. While supermoms often power through the day with laser-focus, marketers can use audience targeting in a way that feels familiar, meaningful, and doesn't interfere with busy schedules. Ignoring the group just isn't an option. Moms are often the key financial decision makers in the household, according to a report by ClickZ

In Tampa, digital marketing trends are creating new opportunities for small and midsize businesses. Thanks to advances in GPS technology, users can find and interact with brick-and-mortar businesses like never before. This can lead to increased profits for business owners who are ready to experiment. However, if you don't have a background in new technology, it can be difficult to know where to start. Here are some tips for Tampa Bay Area businesses.

Holiday shopping season is upon us. With it comes the pressure to increase conversions and boost sales across digital channels. One popular trend that has been gaining traction in recent months is the idea of seizing upon "micro-moments" — that instant when customers pull out their smartphone to find out more information about a product or business with an immediate desire to make a purchasing decision. Harnessing holiday shopping micro-moments could be the key to really making an impact on your small business's bottom line this gift-giving season.

Reaching Consumers Where They Are — Literally!

Whereas in the past, dealers had to rely mainly on commercials and flashy billboards to entice customers into their stores, today they have the added benefit of being able to reach consumers in real time right when they're in the neighborhood. As consumers continue to spend more and more time on mobile devices, it's important to reach them where they are — not only where they'll be most likely to see your message, but where they'll be the most receptive to respond to it. That means using geofencing to serve ads in social networking apps, Web browsers and other mobile applications to target consumers who are close by your dealership. You can target consumers while they are out car shopping and serve them a deal right when they're in your neighborhood.