"Mobile will become the center of your digital channel relationships," Harteveldt said, pointing to 36% of smartphone users who access the Web daily from their devices. One in four use the device to research products they will buy either online or offline. The heavy lifting needed to become an effective multichannel marketer often involves eliminating silo operations; aggregating, analyzing and acting on consumer-profile data from across the company; and integrating online and offline consumer marketing, sales and service.