Have Smartphones Changed Marketing?

Jonny Heather - February 06, 2017

​Over the last 15 years, technology has come forward in leaps and bounds and has slowly been embedding itself into our everyday lives. Mobile phones, specifically, have ridden the technological advancement wave and have altered their appearance and functions dramatically. What would have been considered a mobile phone 15 years’ ago would be unrecognisable to some today. Nokia phones were on their way out and iPhones were the new, ‘in thing!’

Have Smartphones Changed Marketing?

Technology is ever-improving. So much so, that when purchasing a new smartphone nowadays its value immediately decreases and, after less than a year, it becomes out of date and loses the ‘latest model’ title. As well as technological advancements, internet access has improved considerably. No more dial up!

​See, depending on how you view the situation, an enhanced internet could be both a good thing and a terrible thing. Searching for websites on your smartphone or simply scrolling through your social media account, the internet is almost instant. Whether you are connected to the internet through a Wi-Fi signal or whether you are using your mobile data plan, the internet is accessible almost everywhere.

It's great that we have access to the internet almost everywhere, right?

​We humans are so used to ‘always on’ access to all sorts of information via the internet that we consider it to be the norm. Expecting websites to load, sending and receiving emails, updating your status about what you are going to eat for lunch… everything must be instantaneous.

Smartphones have become so important in modern-day life that it would be difficult and, well, strange to complete certain tasks without one. A smartphone can hold your health records, your bank card details, you can complete mobile banking at the tap of the screen, record pictures and videos and much, much more.

​Traditional marketing and advertising methods have been impacted by smartphones also. Smartphones have changed the definition of marketing and advertising. For a company’s website to be successful, it must be easy to use on a desktop computer as well as on a smartphone. It’s importnat to think ‘mobile first’. Companies without a mobile-friendly website are likely to lose a lot of their younger audience due to their lack of interest in visiting websites on a desktop computer. Young audiences want it now: if it’s not instant, they’re not interested.

​As the user is searching the internet on their smartphone, they are both receiving and transmitting information, including providing various companies with their own preferences on food, clothes, gaming and so. Advertisements are now more specific in targeting users. Using the information collected, digital adverts are presented to the user, based on their own preferences. This way users are far more likely to click on advertisements, when searching the internet, as they are now promoting something they are specifically interested in.

​Technology is ever-improving. Once a particular functionality goal has been reached, it can still be improved, refined, built more cheaply and so on. As smartphones are a ‘must have’ and are essentially mini computers in the hands of everyone, they will soon become a thing of the past. Digital marketing techniques will be forever altering and changing to match the newly updated technology.

Is it scary to think that technological advancements have no end date?

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Jonny Heather

Jonny, a keen photographer, is a Media Arts graduate. He looks after our website, newsletter and social media accounts. His previous role encompassed supervising a Winter Wonderland Grotto, where he was responsible for elf and safety.


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