Smart Phones Are Changing The Marketing Game
When it comes to marketing and advertising, mobile phones have changed the game. People don’t “go online” anymore. They are always online. And our business is right at the heart of this trend. Smartphone usage will continue to grow, while corporate America evolves into a mobile-centric existence.
Source: Investopedia | Re-Post Patriot Mobile 8/26/2019
The advertising and marketing industry has been going through some rapid changes over the last 15 years. The rise of the Internet era has led to a divergence of consumer attention away from traditional forms of media towards more digital forms. While being connected to the Internet via personal computers was a significant shift in and of itself, the increased connectivity that smartphones have enabled is creating an even more dramatic shift as the speed and relevance of ad and marketing campaigns have become increasingly important.
From Traditional to Digital Forms of Media
Back in the summer of 2004 “The Economist magazine published an article describing the changing nature of the advertising and marketing industry, calling the current period “one of the most disorienting periods in its history.” Traditional forms of advertising and marketing are no longer delivering due to the increasing diversity of media and the emergence of new technology, most notably the Internet.
As people spend more of their time going online to shop, be entertained, and seek out a variety of digital information platforms like computers, tablets, and mobile phones, the traditional forms of advertising and marketing such as TV and print forms have been displaced. However, these new digital platforms are not entirely equivalent.
In the early days of Internet usage people would sit down at their desktop computer, log-on to the Internet (usually via dial-up), surf for a period of time, and then log-off and continue on with the rest of their life. This logging-on and logging-off is now a thing of the past. Today, people are connected to the Internet at any time and from anywhere, and it is primarily the smartphone that is responsible for this ubiquitous connectivity.