The world has become more increasingly connected by technology, requiring companies to develop marketing campaigns in multiple media channels. Because consumers are constantly plugged in to their mobile technology, they expect to be able to access a brand wherever they go. If they hear a funny ad on the radio, they will pull out their smartphones to look up the company behind it – expecting to find a fully incorporated website waiting for them. If they scan a QR code on a poster, they expect to be led to a familiar-looking landing page.