Think about the device consumers might view the paid-search ad or content on, and then decide how to present the information to them in the most concise way. George Michie tells us that segmentation breeds success in most marketing activities and recognizes that how traffic arrives at the site provides insight into its value. Look at the data. It reveals what he calls "big opportunities" when it comes to device segmentation. Michie takes us through a series of tips to help marketers get started.