The smart phone companies have taken over the mobile phone
industry with a storm and this reality has radically elevated the importance of
digital marketing for firms. Smartphone marketing indeed is one of the
fastest growing spheres of digital marketing today and as highlighted by the below new york times article, the fact that 62
percent of those aged 25 to 34 already have smartphones’, warrants an alarm for
potential advertisers to utilize this medium to reach out to the masses. Other
studies have also highlighted that 53% of cellphone owners in America
own a smartphone. Additionally, European demographics also estimate that 58
million people across the EU will access the Internet from a mobile device. This emerging trend signifies a shift from the ‘dark days’ when people
accessed the Internet and thus had exposure to digital marketing through
desktops and laptops. Even more lucrative is the fact that increasingly even
the lower income consumers now have access to smartphones and the mobile
advertising that accompanies them. This proliferation of smartphones means
increased accessibility of digital media from anywhere anytime. However, the
flip side to this coin is that this growing trend also challenges the advertisers
and marketers to optimize digital marketing to cater more proficiently in this
complex and dynamic environment. While adopting effective online strategies
might be a demanding task, smartphone technology can also aid in this process
by helping analyze a users behavioral preferences, which can be highlighted through
browsing history, app downloads and even the choice of the brand of smartphone
(who amongst us has not engaged in an Iphone vs Android debate these days).
With the right technology in hand, marketers can not only make better marketing decisions but help deliver the
message to the right locations. In a world increasingly dominated by smart
technology, it is time to take a hint and open the floodgates of
smart-advertising.
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