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How Smartphones Changed Marketing

Smartphones have changed marketing methods because it’s the one of the most used devices at least for now. 


Consumers carry their mobile phones with them all the time, so that communication between people and brands is now real-time and one-to-one.



Smartphones Revolution



Smartphones with its simplicity provide everything we need for everyday life. Its integration with the online world has made it an integral part.


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.


The way that smartphones gather information today is now instantaneous and seamless. 


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.



Marketing Shift


Smartphones Changed Marketing


The marketing industry has undergone significant changes over the last 20 years. As a result of a vast growth technological.


The existence of smartphones is increase connectivity that enabled created an even more dramatic shift. So that, smartphone advertising is now an integral part of brand marketing campaigns.


Smartphones have become huge repositories of information on individual tastes and preferences.


Increasingly widespread of use of smartphones among consumers forced marketing firms to rethink their messaging approach. 


The internet introduced the concept of digital marketing, while the rise of the smartphone brought it into the mainstream.


The shift toward increasing smartphone usage that marketers had to adjust their strategies and campaigns accordingly to accommodate for mobile.



Smartphones Changed Marketing


Smartphones Changed Marketing


For the last couple of decades, the rise of the internet coupled with smartphone popularity meant that marketer had to rethink their approach when it comes to reaching consumers and increase brand awareness.


1. Mobile-friendly


Marketing now deem it crucial for business websites to be mobile-friendly. A site should know the device a visitor is accessing the site from and adjust the display accordingly.


When Google changed its algorithm to focus on mobile-friendly rankings, so did the need to revamp marketing strategies to keep up with the change.


2. Consumer Behavior


Consumers are tech-savvy and more informed than ever before because of reliable telecommunication infrastructure. 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.


According to Google data from 2015, 82% of users turned to their phones when deciding whether or not to buy a specific product while standing in a store.


3. Smartphones Changed Marketing Campaign


​​The fundamental approach to campaigns is to deliver the right message at the right time with the planning and innovation are required to achieve this.


Personalization is one of the key for a successful ad and marketing campaign. 


4. GPS Feature on Phone


GPS-enabled phones make it easier for agencies and brands to create a more 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.


What’s Next for Smartphone Marketing



Marketers should be on top of this trend. To do so, businesses need to adapt. 


  • As more and more people spend time online to shop and consume information devices will continue to become permanent fixtures in our daily lives.


  • Cross-channel marketing methods are an ideal technique to harness the best results. The Essential to promote to the right people by identifying the audience, understanding buyer personas, and observing mobile habits.


  • Now, the speed and relevance for brands is importance to make an impression. That will influence the decision-making process of potential consumers.


  • Understanding the various demographics regarding people who use smartphones and how they use them has become a vital part of how marketers advertise products or services to target audiences.
Qonita Imania Assilah About the author

As a graduate of Communication Science who is then continuing her master degree in Media and Communication study at Airlangga University, Qonita has gained interest in Public Relations, Journalism and Media Relations. As a result, her passion encourages her to become a writer.




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