Only a few years ago, online marketing was relatively easy. Getting a website up and running, buying a few ads on search engines, reading a book or two on SEO, and the job was more or less done. And then, in the blink of an eye, the online landscape changed dramatically. Consumers started using social media, building a social graph and bringing their everyday lives online. And at the same time, new devices were massively adopted such as smartphones and tablets, allowing users to go online wherever they are.