For the last couple of decades, the advertising and marketing industry has had to experience a number of profound changes. The rise of the internet, coupled with smartphone popularity meant they had to rethink their approach when it comes to reaching consumers and increase brand awareness. As we transition into the digital age, it is expected that more changes will continue to happen.


It’s even more important now to have a website that is mobile-friendly. The days when people access websites through their computers are far behind us. It’s all about on-the-go mobile browsing which means there are far more people accessing sites using their phone. But sites have been designed to accommodate a larger screen size such that of a computer. Marketing and advertising now deem it crucial for business websites to be mobile-friendly. In essence, a site should know the device a visitor is accessing the site from and adjust the display accordingly.

Personalization is also key for a successful ad and marketing campaign. The mobile phones that we use today are a completely different device than the ones we carried 10 years ago. Essentially, what we have in our pockets are mini-computers that are capable of sophisticated and complex computations. Apps have paved the way to gather user data and use it to customize marketing strategies that will yield the best results. Smartphones are capable of gathering pertinent user data like past buying habits, demographics, and motivations for discounts and deals in order to craft a compelling ad that the user might respond to.

The way that smartphones gather information today is now instantaneous and seamless. Reliable telecommunication infrastructure and more capable handheld devices mean consumers are tech-savvy and more informed than ever before. This put a lot of pressure on ad and marketing agencies to streamline their efforts in order to paint brands and companies in a good light. There is now an even more need for brands to stand out amongst its competition now that users have the capabilities to search about them through search engines, social media reviews, and user comments on blogs, forums, and news articles.

Location-based targeting has been a huge advantage in this smartphone era. GPS-enabled phones make it possible to locate customers instantly wherever they may be. Because of this, opportunities for targeted and real-time ads are greater. Our GPS-enabled phones make it easier for agencies and brands to create a more accurate user profile. People are more receptive to ads and marketing strategies when they’re in the right mood. An accurate user profile means it is easier to predict the current mood and behavior of a user thereby increasing the chance that they will respond to an ad that’s targeted to them.

Communication between people and brands is now real-time and one-to-one now that consumers carry their phones with them at all times. No longer will they have to be on hold waiting to speak to a sales representative if they want to purchase something online. Similarly, brands are finding it easier to reach out to customers if they have new products, exciting news, or deals and discounts they surmise customers might be interested in.

As more and more people spend time online to shop, find entertainment, and consume information devices like computers, phones, and tablets will continue to become permanent fixtures in our daily lives displacing other traditional mediums like TVs, radio, and print.

Author Bio:

Sarah Brooks is an informative content writer who is passionate about writing on digital marketing, search engine optimization, social media and more. She is currently working with Treasure Valley SEO, the leading Idaho SEO Agency serving in and around Idaho.

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